Conventional wisdom states that customers prefer digital experiences. As a result, companies race to create entirely digital experiences to entice customers away from physical channels like call centers and brick-and-mortar locations. New research from Forrester's Customer Experience Index (CX Index™) reveals that this strategy may fail. In this report, we detail when and how hybrid customer experience (CX) outperforms both purely digital and purely physical experiences. We also offer key insights for CX professionals who want to approach hybrid CX strategically.