Understanding customer needs and expectations has always been at the heart of customer experience. But for many companies, early forms of gathering customer feedback simply relied on data collected from surveys. While this used to be enough, these surveys don’t provide critical feedback across the customer lifecycle. Omnichannel engagement combined with omnichannel signal collection is the only way to establish and truly understand the connection between customer behaviors, thoughts, intentions, and needs. Getting CX right starts with a clear understanding of what matters most to the customer. Done right, CX delivers tangible business impact–driving loyalty, reducing churn, and upselling new products and services.