choose how, where and when to interact with brands and demand that their experience be consistent over time and across all interactions. For this to be possible, the context and history of each customer must accompany them throughout their various touch points with a brand. However, despite the fact that most companies engage with their customers through multiple contact channels, two-thirds (66.4%) still do not have a unified cross-channel contact management strategy1. What’s more, only 26.4% have access to multi-channel data visualization and analytics tools that combine and unify data from across the company (and across channels)2. Thus, making omni-channel strategy a reality is a crucial step in moving towards a new digital landscape. On the other hand, it has become clear in recent times that the competitive dynamics of a large number of industries increasingly revolve around the customer experience (CX). In fact, it has become the main factor that impacts customer loyalty and the key differentiator that can decide the fate of a company. Frost & Sullivan analysis shows that improving customer experience is already a key corporate objective at a global level. So, not surprisingly, many companies recognize that providing better customer service is a crucial part of doing business in a world where switching brands has never been easier. Understanding that the customer must be at the center of a competitive strategy is an important step for any company. But that’s not all—changing the CX from its current state to an improved one is a multi-phase process that can profoundly impact a company’s organizational culture. Making omni-channel strategy a reality is a crucial step in moving towards a new digital landscape 1 NTT, 2020 Global Customer Experience Benchmarking Report 2 NTT, 2020 Global Customer Experience Benchmarking Report