"Customer experience technology has a habit of reappearing on leadership agendas every few years. Not because it suddenly feels exciting again, but because something quietly stops working. Customers complain more. Staff spend too much time chasing information. Decisions get made on partial data. What has changed recently is the pressure coming from multiple directions at once. Expectations are higher, patience is lower, and automation has moved from back office efficiency to front line interaction."
"It sounds obvious, but many organisations still invest in customer experience technology without a shared understanding of what sits underneath it. Systems get labelled as "CRM", "CX platforms", or "engagement tools" without clarity on how they connect day to day. Taking time to learn more about CRM can help reset expectations at leadership level."
"Customer experience does not exist in isolation from the rest of the business. It touches revenue, risk, compliance and productivity, whether leaders intend it to or not. Much of the discussion around emerging trends points to the same underlying concern: organisations need to do more with tighter margins and higher scrutiny. CX technology that reduces duplication, improves visibility and supports better judgement tends to survive budget reviews. Technology positioned purely as "engagement" often does not."
Customer experience technology often resurfaces in leadership priorities when systems degrade, causing customer complaints, staff inefficiencies, and decisions based on partial data. Rising expectations, lower patience, and the shift of automation to front-line interaction increase pressure on CEOs to justify CX investments. Organisations should first understand CRM fundamentals—how customer data, interactions, and internal workflows connect—before adding new tools. CX choices must align with revenue, risk, compliance, and productivity priorities to withstand budget scrutiny. Effective CX design reduces duplication, improves visibility, and supports better judgement across customer journeys rather than functional silos.
Read at London Business News | Londonlovesbusiness.com
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