PROS : Democratisation of AI Is Crucial to Harmonising Omnichannel Customer Experience

As more and more products get commoditised, customer experience (CX) will be the new battleground as brands attempt to differentiate themselves

However, CX consists of two components and can be described by the equation:

CX = brand delivery − customer expectation.

Although brands strive to optimise the delivery of their product and services, customer experience is a moving target that is much harder to quantify and measure. When selling was done in-person, this was not an issue, because humans are extremely good at gauging customer's expectations and accommodating to all the different customer needs.

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