IDC's February 2024 White Paper, sponsored by SAP, addresses the critical challenge of delivering a differentiated customer experience in a rapidly changing global environment. The document highlights how a next-generation customer experience (CX) relies heavily on technology-driven digital transformation, with data and AI being pivotal for personalized engagement and building brand stickiness. It explores challenges companies face in managing and protecting customer data, emphasizing security and trust as crucial elements. The paper ultimately positions SAP's Intelligent CX solutions as a comprehensive approach, leveraging AI and enterprise data with composable, industry-tailored capabilities to improve customer lifetime value, enhance agility at scale, and drive personalized interactions

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