PROS : Extensible AI Is Key to Delivering Great Omnichannel Experiences

As the pandemic lingers on, digital commerce remains at the forefront of every business. The swift change from brick and mortar to online commerce created many challenges, some of which are just emerging. For example, customer expectations have become more difficult to gauge as there is very little in-person interaction between the buyer and the business. These buyers are now invisible customers, represented by a cookied customer ID.

As businesses grow accustomed to this digital new normal, the key differentiator among digital selling organizations will be customer experience (CX). Once online, every business is starting to look alike to the consumer. The most noticeable differences that consumers can feel is how their CX changes. To deliver a positive and compelling CX that is consistent across every touchpoint, brands must have some way to see the invisible customers in order to understand their needs and meet their expectations. This is challenging due to the volatility of customer expectations. Yet businesses must deliver their product and service in a way that meets the customers' changing expectations to gain their loyalty.

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