The IDC InfoBrief sponsored by Medallia and Adobe emphasizes that data and analytics are foundational to delivering a differentiated customer experience. As customers increasingly prioritize experience alongside product and price, digital-first strategies have become critical. Companies leading in CX achieve better ROI—up to 7.8x—by focusing on customer satisfaction, innovation, and security. However, only 15% of organizations prioritize customer data initiatives, despite 64% working on them. A unified, enterprise-wide view of data is key to driving value. The future of CX will rely on integrated, data-rich ecosystems that enable empathetic, prescriptive, and trust-based customer engagement.

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