BUSINESS leaders are nowadays talking about the need to be customer-centric, or the urgency to improve the customer experience. While customer experience (CX) was a buzzword even before the pandemic, it had never been at the top of the chief executive officer's (CEO) agenda until now.

Indeed, the pandemic accelerated the migration of consumers and customers to digital channels. However, it also drove them to demand seamless interactions across digital as well as non-digital touchpoints. Consequently, it exposed many gaps along the customer journey.