By Chander Damodaran,

All successful companies realize that they are in the customer experience (CX) business. The way the concept of building a complete experience around customers has evolved is phenomenal. These massive changes have spurred a new way of thinking among businesses to address customer needs and deliver business results. This newly discovered approach focuses on shorter time to market, iterative processes, and value creation.

Customers increasingly expect seamless, seamless experiences through the channel, device, and touchpoint that is most convenient for them at that given moment. Businesses are also evolving from multi-channel to omni-channel to multi-experience (MX). The lines and expectations between online and…