CX Today

Online/Digital
Next-Generation Customer Experience Technology News Customer Experience is now the most critical consideration for any brand. It doesn’t matter how affordable your products are, or how innovative your services could be. Your customers won’t consider your company if you can’t promise amazing experiences. Customer expectations are now higher than ever, but 93% of professionals believe that access to the right technology could bridge the experience gap. Studies from Twilio indicate that people receive around 63.5 notifications per day, not to mention endless emails, texts, and phone calls. When the time comes to reach out to your business for solutions to a problem, your clients want real, valuable conversations. Over the years, UC Today has emerged as your one-stop solution for insights into unified communications. Now we believe it’s time to deliver the same solution for CX. Introducing the arrival of CX Today. What to Expect from CX Today CX Today is our new website dedicated to all things customer experience. Just as you turn to UC Today for insights into unified communication, collaboration, and beyond, you can rely on CX today for a complete guide to customer-focused solutions. Though most companies understand how valuable customer experience is to their chances of success, business and consumer demands are evolving at an incredible pace. The technology and platforms we use are changing, and the contact centre decision-making process is transforming too. Throughout the year, CX Today will deliver everything you need to know about the CX space, covering essential topics like: Customer experience: Contact centre, CRM and collaboration Intelligence: Big data, analytics, and artificial intelligence People: Management, strategy, and best practices We’ll be keeping you up-to-date with marketplace news, customer stories, best practice guides, event coverage, and exclusive analytics, insights, and strategies too. Source

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Scope National, Consumer
Language English
Country United Kingdom
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Has Hyper‑Personalization Gone Too Far in Marketing?

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By Francesca Roche Verified
| CX Today
Whilst AI allows organizations to implement personalization more easily, this assumed expectation is now causing many teams to create overly complex systems and workflows to keep up with competitors. In actuality, customers still value relevant and useful experiences over endless customization, as experts urge marketers to shift focus toward simpler strategies that don't include hyper-personalization at every touchpoint.
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Why Does Your Attribution Model Always Credit the Wrong Channel?

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By Sean Nolan
| CX Today
Marketing teams often struggle to understand which channels actually drive revenue. Standard marketing attribution models frequently simplify complex buying behavior into linear, incomplete paths. This oversimplification leads directly to poor budget allocation. Organizations need precise multi-touch attribution to understand true channel influence. Unfortunately, basic systems often fail to capture the full scope of a modern buying cycle.
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Future of CX: Part 7

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By Rob Scott Verified
| CX Today
At 6:15pm, I receive a notification I've never seen before. Not a complaint. Not a churn alert. Not an escalation. A recommendation. Retention action: None. I open the account. The customer has been with us for six years. Regular purchases. Moderate spend. A few support interactions. Nothing unusual. Except one thing. The AI predicts they're about to leave. Ninety-two percent confidence. The dashboard highlights the conclusion. Customer lifetime value remaining: Negative. I stare at it.
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Your Customer Insights Aren't Wrong

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By Alex Cole
| CX Today
Real time customer analytics is not a luxury feature. It is the difference between influencing an outcome and merely explaining it. Many customer analytics programmes fail in a frustratingly specific way. The insights are accurate. The charts are credible. The correlations are real. But they arrive after decisions have already been made, customers have already churned, and the contact center has already absorbed the demand.
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AI That Deflects Isn't Solving Your CX Problem

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By Rhys Fisher Verified
| CX Today
If there's one thing Zoom's latest deep-dive into customer experience management makes clear, it's that the contact center is no longer just a support function. Throughout the report, Zoom makes the argument that the contact center is now the place where CX strategy is either proven or exposed.
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Your CRM Data Isn't Incomplete

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By Sophie Wilson
| CX Today
CRM data quality does not stay "good." It decays. Customer data accuracy drops every time a buyer changes roles, a company restructures, a preference shifts, or a contact method dies. A CRM data management strategy fails when teams treat records like storage instead of a customer data lifecycle. CRM system performance can look healthy while decisions get worse, because automation keeps running on stale inputs. That is why "incomplete" is not the real issue. "Outdated" is.
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Inside Zendesk's Service Dividend in Action

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By Adrian Swinscoe
| CX Today
Back in October 2025, I interviewed Tom Eggemeier, CEO of Zendesk, and during our chat, Eggemeier introduced me to the idea of a 'service dividend'. This idea holds that, while some companies are focused on pocketing the cost savings that come from applying AI to the bottom line, the most innovative brands in the world are starting to view those savings as a service dividend and are reinvesting them into their service experience, believing it will create a loyalty loop.
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Big CX News from Salesforce, Cisco, NiCE & Afiniti

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By Rhys Fisher Verified
| CX Today
From a headless Salesforce acquisition to a slew of fresh Cisco capabilities, here are extracts from some of this week's most popular news stories. Salesforce has agreed to acquire Contentful, a leading headless content management platform that will enhance Salesforce's AI products to generate more personalized CX.
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The Case for a New Stack

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By Nicole Willing Verified
| CX Today
As enterprises explore the next phase of artificial intelligence in customer engagement, many are asking whether their existing CRM stacks can support the shift. In this CX Today interview, Nicole Willing speaks with Jason Eubanks, Co-Founder and CEO of Aurasell, about why legacy CRM systems may not be enough for agentic customer operations. Eubanks argues that many traditional CRM platforms were built as systems of record, designed around human data entry and structured databases.
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Why Workforce Schedules Drift

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By Thomas Walker
| CX Today
Most workforce schedules do not fail because they were poorly built. They fail because the world they were built for no longer exists by Monday. Customer behavior shifts by the hour. Channel mix changes fast. A promotion spikes volume. An outage reshapes the queue. Yet many contact centers still build a weekly plan, publish it, and treat the math as settled.
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CX Today Journalists

Banting, Tim
Brace, Rebekah
Clive-Matthews, James
Fisher, Rhys
McCann, Kristian
Porter, Chris
Roche, Francesca
Scott, Rob
Wilkinson, Rob