Ventana Research recently announced its Market Agenda in the expertise area of Customer Experience. CX has emerged as a way for organizations to demonstrate value and stand out in the marketplace. The technology underlying modern CX is transitioning from tools that are based on communication to those centered on data analysis and process automation. This allows organizations to build great experiences and reap the benefits in customer loyalty and value. It also forces companies to reckon with the complexity and disruption that technologies like artificial intelligence and automation bring to an organization.
