Digital-First Customer Experience Adds the Next Layer of Intelligence in Customer Contact

G. Barton Research Director

Summary Bullets:

• Enterprises should consider the digital-first customer experience as a central pillar of their transformation strategies building on the work of omnichannel.
• Artificial intelligence (AI) and machine learning (ML) tools can unlock greater value, reduce costs, and improve the customer journey.

The internet and smartphone have driven a phenomenal pace of change in the way that customers interact with businesses since 2008. Multichannel evolved to accommodate the new channels of contact such as instant messaging, SMS, social media, and mobile apps that have become available to customers alongside voice.