South Africa, March 27 -- Customer Experience (CX) refers to how customers perceive a brand based on every interaction they have with it, from in-store conversations to online support chats. It combines tangible service touchpoints with emotional drivers such as brand values, inclusivity and sustainability.

Intrinsically tied to brand affinity and positive sentiment, CX is a pivotal driver of consumer behaviour, influencing purchasing decisions across the entire journey, from awareness to advocacy.

Studies by CX expert Shep Hyken show that 83% of customers trust brands more when they deliver excellent service, while 79% would switch to a competitor offering a better experience.

Why AI is becoming a CX game-changer

1. Personalisation a...