The June 2022 Aite-Novarica report The Current State of CX Strategy: Three Governing Themes for Approaching CX by Reut Samra examines how organizations approach customer experience through three main themes: contact-based CX, aligning intentions with actions, and customizing strategies to industry and company size. It explores factors such as contact frequency, channel diversity, communication of CX goals, execution effectiveness, measurement practices, and resource optimization. The report emphasizes tailoring CX strategies to specific contexts to enhance satisfaction, strengthen brand perception, and improve business outcomes.

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