2024 SNAPSHOT: This compilation explores the critical themes shaping modern customer and digital experiences through innovation.
Having the upper hand in today’s crowded market isn’t just a goal— it’s survival. Whether it’s through unforgettable experiences, standout products, or bold marketing, the bottom line is clear: innovation drives success.
From creating ownable digital experiences to building extraordinary brand stories, the key to the competitive edge lies in blending creativity, innovation, and customer-centric strategies.
“The challenge is real, and the market is unforgiving, but there’s a space for brands that know who they are and are unapologetic about it. The key is finding ways to share that identity with the world, ensuring that their message is heard and appreciated by those looking for exactly what they have to offer…” says Dennis Wakabayashi, Global Voice of CX.
CXM Today flips through the 2024 library, which contains works by industry experts and in-house writers, to present the trends and attitudes of the industry’s current state.
This compilation explores the critical themes shaping modern customer and digital experiences. It begins with the resurgence of ‘big ideas’ in design, emphasising how creative innovation can make digital platforms memorable and impactful. We have another delving into the art of crafting extraordinary brand narratives that resonate deeply with audiences and foster enduring loyalty.
Read about the delicate balance required for thriving subscription models, the strategies for legacy brands to survive and thrive in a customer-first world, and the importance of full-stack observability to drive data-informed decision-making in high-stakes environments.
Together, these insights underscore the power of innovation, strategy, and adaptability in building exceptional experiences that stand the test of time.
READ MORE: Lessons in Innovation, Personalisation, and Impact
Is the Return of ‘Big Ideas’ the Key to Creating Ownable Digital Experiences
When we talk about “big ideas” in marketing, we usually refer to them in the context of an innovative campaign or brand refresh. However, in a world where best practices, optimisations, and conversion rates drive all key decisions in the creative process, we see that websites, apps, and ecommerce experiences have begun to lose their originality. This was not always the case…
Top Strategies to Create an Extraordinary Brand Story
A brand stands out when it clearly defines what sets it apart and consistently infuses that story into every aspect of the business. This approach amplifies the impact, adds deeper meaning, and fosters greater loyalty…
The Survival of Legacy Brands in a Customer-Centric Era
The modern market is a whirlwind of change, driven by customer feedback loops and the desire for personalised experiences. In this world, being customer-first is seen as the key to staying relevant. Companies that adapt quickly to feedback, tailor their products to meet individual needs, and engage directly with consumers are often hailed as market leaders.
Why is Full-Stack Observability a Must?
Digital experience has become a critical management reporting component to drive decision-making. Being under the watchful eye of the board places immense expectations on IT teams. To overcome the challenges, IT teams need full-stack observability.
The Subscription Model is A Game of Balance
The rising wave of subscription services is not just a trend; it’s a revolution in customer engagement. As legions of people flock to sign up, the challenge for companies is not merely to attract but to captivate, creating a marketplace vibrant with innovation and personal connection. Here’s how they’re achieving this, transforming the ordinary into the extraordinary.
Microsoft Dynamics 365 represents a robust cloud-based CRM solution with features such as pipeline assessment, relationship analytics, and conversational intelligence. It utilises AI-powered insights to provide actionable intelligence via predictive analytics, lead scoring, sentiment analysis, etc. Currently, Microsoft operates in 190 countries and is made up of more than 220,000 employees worldwide.
HubSpot is an inbound marketing, sales, and customer service software provider, offering robust CRM and automation solutions. Some of its products include Marketing Hub, Sales Hub, Operations Hub, Content Hub, Commerce Hub, Marketing Analytics and Dashboard Software. Guided by its inbound methodology, HubSpot enables companies to prioritise innovation and customer success.
Monday.com is a project management software company, offering a cloud-based platform that enables businesses 
Headquartered in San Mateo, California, Freshworks is a global AI-powered business software provider. Its tech stack includes a scalable and comprehensive suite for IT, customer support, sales, and marketing teams, ensuring value for immediate business impact. Its product portfolio includes Customer Service Suite, Freshdesk, Freshchat, Freshcaller, Freshsuccess, and Freshservice. Freshservice for Business Teams has helped several global organisations to enhance their operational efficiency.
Talkdesk offers an innovative AI-powered customer-centric tech stack to its global partners. The company provides generative AI integrations, delivering industry-specific solutions to its customers. Talkdesk CX Cloud and Industry Experience Clouds utilise modern machine learning and language models to enhance contact centre efficiency and client satisfaction.
The company offers comprehensive cloud-based solutions, such as Microsoft Dynamics 365, Gaming Consoles, Microsoft Advertising, Copilot, among other things, to help organisations offer enhanced CX and ROI. Its generative-AI-powered speech and voice recognition solutions,such as Cortana and Azure Speech Services empowers developers to build intelligent applications.
IBM is a global hybrid cloud and AI-powered 
Uniphore is an enterprise-class, AI-native company that was incubated in 2008. Its enterprise-class multimodal AI and data platform unifies all elements of voice, video, text and data by leveraging Generative AI, Knowledge AI, Emotion AI and workflow automation. Some of its products include U-Self Serve, U-Assist, U-Capture, and U-Analyze. Its Q for Sale is a conversational intelligence software that guides revenue teams with AI-powered insights, offering clarity on how to effectively keep prospects engaged.
Google Cloud accelerates every organisation’s ability to digitally transform its business. Its enterprise-grade solutions leverage modern technology to solve the most criticial business problems 
8×8 offers out-of-the-box contact centre solutions, assisting all-size businesses to efficiently meet customer needs and preferences. It offers custom CRM integrations support and integrates effortlessly with third-party CRMs like Salesforce, Microsoft Dynamics, Zendesk, and more. Offering global support in all time zones & development teams in 5 continents, its patented geo-routing solution ensures consistent voice quality.
Sprinklr is a comprehensive enterprise software company for all customer-focused functions. With advanced AI, Sprinklr’s unified customer experience management (Unified-CXM) platform lets organisations offer human experiences to every customer, every time, across any modern channel.
Upland offers a comprehensive suite of contact centre and customer service solutions with products including InGenius, Panviva, Rant & Rave, and RightAnswers. InGenius enables organisations to connect their existing phone system with CRM, further enhancing agent productivity. Panviva provides compliant and omnichannel capabilities for highly regulated industries. Whereas, Rant & Rave, and RightAnswers are its AI-powered solutions, 
Zoho Social, a part of Zoho’s suite of 50+ products, is a comprehensive social media management platform for businesses and agencies. The Zoho Social dashboard includes a robust set of features, such as Publishing Calendar, Bulk Scheduler, and Approval Management to offer businesses all the essential social media publishing tools. Its monitoring tools help enterprises track and respond to relevant social conversations.
Hootsuite, headquartered in Vancouver, is a social media management platform that streamlines the process of managing multiple social media accounts. Some of its core offerings include social media content planning and publishing, audience engagement tools, analytics and social advertising. Its easy-to-integrate capabilities help marketing teams to schedule and publish social media posts efficiently.
Brandwatch enables businesses to build and scale the optimal strategy for their clients with intuitive, use-case-focused tools that are easy and quick to master. Bringing together consumer intelligence and social media management, the company helps its users react to the trends that matter, collaborate on data-driven content, shield the brand from threats and manage all the social media channels at scale.
Zoho Corporation offers innovative and tailored software to help leaders grow their business. Zoho’s 55+ products aid sales and marketing, support and collaboration, finance, and recruitment requirements. Its customer analytics capabilities come with a conversational feature, Ask Zia. It enables users to ask questions and get insights in the form of reports and widgets in real-time.
Salesforce-owned Tableau is an AI-powered analytics and business intelligence platform, offering the breadth and depth of capabilities that serve the requirements of global enterprises in a seamless, integrated experience. Marketers can utilise generative AI models, AI-powered predictions, natural language querying, and recommendationsons.
Fullstory is a behavioural data platform, helping C-suite leaders make informed decisions by injecting digital behavioural data into its analytics stack. Its patented technology uncovers the power of quality behavioural data at scale, transforming every digital visit into actionable insights. Enterprises can increase funnel conversion and identify their highest-value customers effortlessly.
Contentsquare is a cloud-based digital experience analytics platform, helping brands track billions of digital interactions, and turn those digital 
Amplitude is a product analytics platform, enabling businesses to track visitors with the help of collaborative analytics. The platform leverages the capabilities of 
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirement for personalised customer experiences at scale. Its platform helps play an essential role in managing different digital content or assets to improve customer happiness. Its easy-to-optimise content gives users appropriate marketing streams, ensuring product awareness.
Started in 2005 in a Sweden-based small town, Norrköping, Voyado offers a customer experience cloud platform that includes a customer loyalty management system. This platform helps businesses design and implement customer loyalty programs, track customer 
TapMango provides a comprehensive, customisable, flexible and feature-rich customer loyalty program. The loyalty tools include an integrated suite of customised consumer-facing technology, easy-to-use merchant tools, and automation algorithms, all aimed at enhancing customer experience. Adaptable to any industry, TapMango’s platform helps merchants compete with larger chains, converting customer one-time purchases into profitable spending habits.
Adobe Experience Cloud offers a comprehensive set of applications, capabilities, and services specifically designed to address day-to-day requirements for personalised customer experiences at scale. Its innovative platform has played an essential role in managing different digital content or assets, to improve customer happiness or satisfaction. Some of its products include Adobe Gen Studio, Experience Manager Sites, Real-time CDP, and Marketo Engage.
