In today’s world, customer experiences are more important than ever before. The rise of the public cloud has created an explosion of new digital products and services customers have right at their fingertips. This has forced many brands to compete on the basis of customer experience—in fact, according to Forrester CX Index data:

Now think of all the ways customers engage with your business: via mobile apps, over social media, and across support channels like live chat and voice, and so on. This has created a never-ending stream of customer data that must be harnessed to create a differentiated and personalized customer experience. But when this data is siloed across systems and applications, it’s not easy to understand who each customer is and how he or she interacts with your products and services. And without connected customer data, it’s a tall order for businesses to make each customer interaction feel truly personalized.

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