In recent years, digital engagement has reshaped customer expectations, challenging traditional CX strategies. Marketers are struggling to adapt, with over 60% acknowledging a significant shift in the digital customer journey. Confidence in existing CX strategies is low. Consumers seek frictionless experiences amidst geopolitical uncertainty. The CMO Council and SAS study reveals the need for a CX makeover, emphasizing the importance of understanding evolving customer needs, improving CX capabilities, addressing privacy concerns, leveraging AI, and embracing digital transformation. Success lies in reimagining CX to meet modern demands, with rewards awaiting brands that rise to the challenge.

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