Marketers face fresh economic uncertainties while striving to meet high customer experience (CX) expectations. Success depends on three pillars: a robust first-party data strategy for personalized engagement, streamlined tools for rich, scalable content, and composable technology to avoid vendor lock-in. A survey of 2,000 consumers and 200 marketers shows many are revising CX strategies, focusing on retaining and acquiring customers despite challenges like privacy concerns and economic volatility. Marketers must leverage flexibility, prioritize engaging CX, and adapt technology to remain competitive in dynamic markets.

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