The experience economy has firmly established itself over the world . How your company makes its consumers and employees feel has become as crucial , if not more significant , than the products and services it provides . As a result , improving the customer experience must become a top focus for CIOs .

In the last 18 months , the world of customer experience has seen a significant acceleration in digital adoption . Demand for digital products and services has pushed the industry four years ahead of where we expected it to be in terms of adoption . Today , digital adoption has surged to levels previously predicted for 2025 .

Overall , how businesses approach customer experience strategy and execution is critical for brand success and can have a big impact on the bottom line . Indeed , when CIOs prioritise customer experience , they will be able to rethink the customer and employee experience and deliver remarkable simplicity , efficiency , and agility .

Gone are the days when a one-size-fits-all customer experience could help a company prevail in the market . Aker said according to customers , a company is only as good as its service . Succeeding in this competitive era necessitates the use of a secure , flexible , and real-time platform capable of orchestrating individual components across client journeys .

AI will improve the orchestration of client journeys , resulting in a cultural shift toward empathy . Businesses will choreograph customer journeys across marketing , sales , and service to create unified , empathetic experiences at scale , using advanced , AI-driven systems of listening , understanding , anticipating , acting , and learning .

A keen focus on customer – and employee – experience is the biggest differentiator organisations have today . We believe that more and more businesses will integrate Artificial Intelligence ( AI ) into their customer and employee journeys , making them more seamless and data-driven than ever before . AI may be used to identify pain areas in customer journeys , deliver real-time insights to frontline personnel , and improve everything from customer satisfaction to customer experience ROI . AI for customer comprehension and personalisation will become a top focus for businesses all around the world .

When CIOs prioritise customer experience , they will be able to rethink the customer and employee experience and deliver remarkable simplicity , efficiency , and agility .

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Intelligent CIO Middle East Issue 86 | Page 33