Customer experience management (CEM or CXM) is a growing priority across industries and across the globe. Businesses’ capacity to collect customer data has erupted since the turn of the millennium, relying largely on automated systems to gather, organize, and chart that data. But as companies seek to differentiate themselves by the customer experience they provide, customization in customer experience management is crucial.
In this CSP whitepaper, we examine and discuss how technological disruptions in customer data aggregation and analysis have drawn attention away from the importance of the human touch. Using examples from the financial services industry, we make a case for effective customer experience customization through a strategic blend of both digital and human intelligence.