Automation, analytics and artificial intelligence are the future of customer experience, according to Constellation Research CEO and principal analyst Ray Wang.
He began his talk at the recent virtual Adobe Summit by stating the importance of data in customer experience.
Every company is now looking for “data supremacy” because data provides the ability to think about the next best action for the organisation.
“It helps us figure out how our supply chains are, what our pricing is going to be like and, more importantly, creates the capability to deliver better customer experiences,” said Wang.