South Africa, Aug. 12 -- While effective digital innovation and process efficiency have played a part in improving customer experience (CX), the understanding of the need to balance the use of technology with human input at key moments by brands has to be acknowledged.

This is the central theme of the recently released 2025 South African Customer Experience Report, which focuses on the notion that good CX requires an equilibrium between seemingly opposing forces - technology and humanity, efficiency and empathy, digital and physical.

"Exceptional customer experience is a delicate blend of high-quality products or services, empathetic human connection and the seamless integration of technology to deliver efficient, memorable moments.

"I...