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The customer is now in control. Their whims, wishes and behaviour can make or break a business and brands must take heed if they’re to maintain glossy reputations and healthy profits.

This new reality isn’t lost on the C-suite. Across almost all industries, businesses are now developing a strategy around the needs and expectations of their audience. Every department within these organisations must follow suit – from marketing and sales, to operations and IT.

IT in particular has a more significant role to play in serving the customer. Technology now underpins customer engagement and is instrumental in delivering a rewarding experience across all touch points. The right tech can obliterate boundaries whilst the wrong solutions can create problems and limit potential.

Here we discuss four factors shaping customer experience (CX) and explain how IT leaders can get in on the action to add brand value.

Click below to download the whitepaper