ServiceNow is excited to peer into the future of customer experience (CX) to see what’s in store. Customer operations and service delivery have undergone significant disruptions in recent years. The year ahead promises to be no different. The continuing need to deliver a frictionless customer journey, a renewed focus on improving the agent experience, and the meteoric rise of generative AI (GenAI) are some of the many reasons why CX is poised for transformation.

A customer journey is a complete experience a customer has with a business. It includes all customer interactions across channels and touchpoints, throughout every stage of the customer lifecycle – from awareness to retention and loyalty. Image Source: SuperOffice But what is the difference between the customer journey and the customer experience? The customer journey is what customers do at each step of the customer lifecycle.

Given the endless choices customers today have, offering excellent customer service is the only way to stay relevant in a cut-throat CX landscape. 73% of customers say that customer experience is a determining factor when making purchases, while 42% are ready to pay more in exchange for superior customer service. However, delivering instant and personalized customer experiences at scale across channels is a challenging feat today.