Even as early as January of 2020, before the COVID-19 pandemic shook the global economy to its core, studies showed that a quarter of customer experience (CX) professional jobs were already at risk. Business leaders were concerned that CX professionals were not really making a discernable impact on the bottom line. CX, as a discipline, was at a crossroads. The COVID-19 pandemic has only served to exacerbate this crisis of faith. The allegations of ineffectiveness compelled CX specialists to evolve with the times or else risk irrelevance and obsolescence.

In this whitepaper, we explore how CX has evolved and must evolve going forward. We delve into how the pandemic has affected customer behavior and consumption patterns. We examine the best practices that can address this radical shift and evaluate what organizations, the world over, are getting right. Finally, we examine the role of technology in defining the future direction of CX.