It’s Time to Radically Rethink the Customer Experience. Here’s How to Get Started.

To provide millions of personalized interactions, organizations will need to lean heavily on automation and AI. It’s no secret that customers expect better service from companies these days. Over the past decade, tech-savvy firms like Amazon, Uber, and Netflix have conditioned customers to expect service that is personalized to them, accessible on-demand across multiple channels, and responsive to their needs at that exact moment. Now, no matter what you sell, you’re on the hook to deliver this kind of experience. “Your customer’s expectations are not being set by your industry. They are being set by the best of the best of the best,” says Mohan Sawhney, a clinical professor of marketing at Kellogg.