Is 'Phygital' the Future of CX?

(Solutions Review) - Today’s brands are more aware of the value of providing customers with exceptional and memorable experiences. This increased focus comes as companies realize the role customer experience (CX) plays in attracting new customers and creating brand loyalty. In the push to develop new ways to deliver value to customers, physical and digital have converged to redraw the boundaries of what’s possible to accomplish. We’re now firmly in the age of phygital CX.

AI and intelligent virtual agents (IVAs) are at the forefront of this integration. IVAs enable brands to respond quickly to customer needs, offer customized recommendations, streamline customer care operations, and deliver a personalized shopping experience.