Your investments in the right types of tools and systems directly fuels your teams’ productivity and efficiency, and your businesses’ ability to:

• Accelerate success
• Deliver increasing customers value
• Differentiate from competitors
• Pivot in the face of challenges
• Scale for future growth

…and so much more. Using technology to create a better customer experience (CX) future-proofs your business and empowers your teams to create more meaningful connections with customers, instead of wasting time on manual or time-intensive busy work.

61% of business leaders are driven to invest in CX technology to cultivate long-term customer loyalty, while 60% aim to enhance or maintain their brand image.

These motivations underscore the importance of strategic investments in technology, not just for immediate gains but for sustaining and scaling business success in the long run.

Let’s dig deeper into the relationship between technology and the best customer experience; types of technology that improve CX; and a peek at our customer experience strategy.

Table of Contents

1. What is customer experience in tech?
2. What makes a perfect customer experience?
3. What is customer experience technology?
4. What is the customer experience strategy?

What is Customer Experience in Tech?

Customer experience (CX) is the complete journey a customer takes with a company. It encompasses their overall perception of your business and evolves with every interaction.

CX kicks off the moment a customer first stumbles upon your website, profile, or brick-and-mortar business, driven by curiosity, intent, and customer needs. By positively nurturing customers and delivering a great experience at every (increasingly digital) touchpoint, positive CX blossoms into brand loyalty.

Technology is woven into customer experiences at every step of the journey. With each action a customer takes, whether it be a click, swipe, or typed search, these experiences contribute to their overall perception of a brand.

As a business, our goal is to provide exceptional service by curating positive experiences. We want to remove friction, eliminate frustration, and use technology to smooth out every step of the customer’s journey, while gaining important data about our customers’ needs.

So, how do we do this? First, let’s understand what elements make a perfect customer experience.

What Makes a Perfect Customer Experience?

The best customer experience examples are smooth. You can:

• Find products or information quickly.
• Easily checkout, apply coupons, submit payment information without disruption or mistrust.
• Make returns, resolve issues, get help if you need it.

Ultimately, an excellent experience makes it effortless to achieve goals without friction – whether that goal is to buy a product, connect with a salesperson, or laugh at a funny article.

It’s customer-first and goal- or value-driven – the technology enabling fades into the background.  

“When we’re approaching technology upgrades from a CX lens, it’s all about enabling customers to use our websites, platforms, and products wherever they are, with ease, accessibility, and convenience,” explains Nate Ginesi.

“Just think about ‘tap to pay’ – it’s ubiquitous today, even though it didn't exist 10 years ago. It’s been quickly embraced by customers because it makes it easier to check out and buy.”

What is Customer Experience Technology?

Technology is a huge part of all aspects of customer experience, these days.

Everything from efficiency and automation to streamlining processes for your customers, leveraging personalized data, multi-channel targeting of your customers, communication, the ease of being in touch, real-time data, and security – it’s all based on today’s modern tech.

Ginesi continues, “Currently, AI is the big hot button topic. AI’s capacity to do predictive analysis allows us to anticipate where our customers are going to be, not just where they’re at. This forward-thinking approach is to be complemented with the collection of continuous feedback and data analysis for continual improvement.”

Ultimately, CX technology spans the full spectrum of systems used by internal teams to elevate the many touchpoints across the customers’ experience with technology.

Far from comprehensive, let’s look at the major technologies that empower teams to deliver better customer experiences.

Types of customer experience in information technology (IT):

1. Digital experience platforms (DXPs) combine an integrated set of technologies to power digital experiences. These all-in-one platforms bring together the many tools marketers need to manage omni-channel customer interactions.

Optimizely DXP, for example, combines a best-in-class CMS, robust ecommerce, advanced personalization, AI-driven recommendations, marketing automation features, and more to enable rich, personal, and data-driven online experiences.

Examples of DXPs include: Optimizely, Acquia, Adobe, Sitecore, Bloomreach, Kentiko

2. Marketing automation platforms enable marketers to send hyper relevant, targeted, and personalized messages to their audience across email, SMS, and other channels.

Automation platforms make it easy for marketers to build customer journeys, with multiple touchpoints that proactively send outreach based on customers’ data and activity. Relevant and personalized messaging is a must to meet customers’ expectations.

Salesforce Marketing Cloud, for example, is an all-in-one tool enabling marketers to manage customer relationships and data, build customer journeys, create personalized marketing campaigns, and more.

Marketing automation platforms include: Acoustic, Klaviyo, Salesforce Marketing Cloud, Marketo, HubSpot

3. Customer relationship management (CRM) platforms enable internal teams to organize relationships with their customers, automate outreach and follow up, and capture important data about recent activities and opportunities to inform better sales meetings, strategic decisions, and marketing outreach.

Salesforce, for example, offers a comprehensive suite of features to manage customer information, track sales leads, conduct and analyze marketing campaigns, and offer post-sale services, all from a single platform.

Examples of CRMs include: Salesforce, HubSpot CRM, Zoho CRM, Microsoft Dynamics 365

4. Customer data platforms (CDPs) connect customer data from different sources and channels and organize it into a unified, actionable view to fuel personalization, audience segmentation, experimentation, and other optimization strategies.

Segment, for example, aggregates data from all customer touchpoints into a unified view, enabling personalized campaigns, improved user experiences, and data-driven decisions across teams, thereby dismantling data silos for consistent and tailored customer interactions.

Example CDPs include: Optimizely Data Platform, Adobe Real-Time CDP, Segment, Lytics

5. Chatbots and customer interaction tools assist with the way brands engage with their customers, providing 24/7 communication. These tools use natural language processing (NLP) and machine learning to offer personalized interactions, answering queries, and providing support without the need for human intervention.

Intercom, for example, powered by AI, automates customer support and sales processes, delivering timely responses and engaging users effectively across their journey.

Example Products: Intercom, Drift, Zendesk Chat

6. Analytics platforms are vital for understanding customer behavior, preferences, and trends by analyzing vast amounts of data. These insights help businesses tailor their offerings and improve customer experiences.

Google Analytics 4, for example, offers deep insights into customer interactions across websites and apps, allowing brands to optimize strategies based on comprehensive data analysis.

Example Products: Google Analytics 4, Adobe Analytics, Domo, Tableau, Mixpanel

7. AI and automation tools use data and insights to enable highly personalized and efficient interactions. From predictive analytics to automated workflows and content generation, these technologies streamline operations and provide customer experiences at scale.

Jasper, for example, is an AI tool that can generate personalized marketing messages, content, and emails that resonate with unique target audiences, driving engagement and conversion rates.

Example Products: ChatGPT, Jasper, Bard, Salesforce Einstein Copilot

What is the Customer Experience Strategy?

The CX Tech space is vast, filled with solutions and software to solve every conceivable pain point.

In this crowded space, how do you confidently invest in the right technology to improve your customers’ experience and future-proof your business for continuous growth?

At Whereoware, we take a tailored approach to each client’s CX strategy and digital transformation.

Our customer experience technology strategy for example, focuses on fundamentally changing how businesses operate to be more customer-first and deliver value at every touchpoint throughout the customer journey.

We combine innovation and the integration of digital technologies to improve digital agility and meet customer demands, stay relevant, and deliver sustainable growth.

We help clients:

• Generate business value at every stage of your customer’s journey to drive loyalty and revenue.
• Build a digital-first, customer-centric business model to make informed decisions that resonate with your target audiences.
• Empower and enable our clients’ teams to align across the organization for agility and high performance.
• Engineer secure and integrated architectures to enable agile, high-speed innovation.

Fundamental change begins with a deep understanding of the current state, identifying root issues, and examining all customer touchpoints.

This comprehensive view ensures that every aspect of the customer experience — from product discovery and alignment with customer needs, to adoption, customer support, and the fostering of brand advocacy — is optimized for delight and engagement.

In Conclusion

Navigating the crowded CX technology space requires a strategic, informed approach.

By focusing on digital transformation, data, agility, and a deep understanding of the customer journey, Whereoware guides businesses toward not just meeting, but exceeding customer expectations, paving the way for growth and innovation.