Becoming more forward-thinking around CX requires a unified strategy where you apply the same digital transformation efforts and technologies across sales, service, marketing, and other units rather than treating them as separate departments. The activities involved in sales, marketing, and service are converging and business processes must adjust accordingly.
As a result, a simplified and frictionless experience is vital. CX is about identifying user preferences across the customer lifecycle and investing in the right solutions and resources to provide a better CX.