Summary
In normal times, digital customer experience (CX) is a business differentiator. In the post-COVID-19 era, digital channels are even more critical to driving new growth and customer loyalty. To ensure their organization builds around a scalable, future fit experience architecture, application development and delivery (AD&D) professionals must partner with marketing and business leaders. This report helps tech leaders become change agents — starting with a vision and business case, followed by tech selection, implementation, and ongoing optimization. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.
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