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Analysis: How to create winning CX that hits them in the feels

The world is in a race to digitalise and automate the customer experience (CX); however, CX programs have become so obsessed with data and knowing their customer, that they end up losing sight of what customers want from a brand in the first place. There is a fixation on optimising all the different parts of an experience; however, this does not always make a better whole. So, despite all the hard work, brands are leaving value on the table. Last year, Publicis Sapient ran a landmark survey on d