Rob Scott sits down with Josie Gaeckle, Senior Vice President of Client Insights at SMG, to break down how Unified Experience Management is turning data into revenue, retention, and ROI.

How does improving customer experience actually impact revenue? Josie reveals why many organizations struggle to show ROI: siloed data, lack of analytical maturity, and disjointed ownership of customer, employee, and brand experiences. But it doesn’t have to stay that way.

SMG’s approach to Unified Experience Management—bringing together customer, employee, and brand feedback into a single data ecosystem—helps organizations connect the dots between action and outcomes.

Discover why experience metrics aren’t enough without linking them to business metrics. Learn how predictive analytics and AI are reshaping the ROI conversation. Hear a real-world case study from Sally Beauty that ties associate behavior to average spend. Explore how cross-functional alignment with finance and operations is the secret to scaling success. Josie also offers a future-focused look at how prescriptive AI and real-time journey analytics are redefining what’s possible for CX leaders in 2026 and beyond.

NEXT STEPS: Want to see how SMG’s Ignite® platform helps brands drive measurable experience improvements? Visit smg.com to learn more.

Looking for more thought leadership on CX strategy? Subscribe to CX Today and don’t miss our upcoming interviews with industry leaders shaping the future of experience.

Rhys Fisher sits down with Thor Mitskog, CEO of Cyber Acoustics, for a no-nonsense deep-dive into one of the most overlooked security debates in modern customer experience: hardware vs. software noise cancellation.

As enterprises race toward the cloud, Thor breaks down the hidden compliance traps, IT headaches, and cybersecurity risks that come with that shift – and why hardware might just be the unsung hero of secure communication.

If you’ve ever wondered how something as simple as a headset could protect sensitive data in finance, healthcare, or contact centers, this conversation is a must-watch.

When it comes to noise cancellation, the question isn’t just “how good does it sound?” –it’s “how safe is it?”

Join Rhys Fisher and Thor Mitskog as they unpack the real-world security implications of cloud-based software tools and why leading enterprises are turning back to hardware-driven solutions for peace of mind and performance.

Key discussion points

Cloud security pitfalls: How moving audio processing to the cloud opens doors to compliance and data breach risks.
Hardware simplicity: Why plug-and-play devices slash IT setup time, cut costs, and sidestep configuration nightmares.
Industry sensitivity: How financial services, healthcare, and contact centers are leading the charge in hardware adoption for regulatory reasons.
Future trends: Why Thor predicts consolidation in cloud noise-cancellation software – and a new wave of intelligent hardware innovation.

Explore Cyber Acoustics’ latest hardware solutions for secure communication.

Subscribe to CX Today for more deep dives on tech, security, and CX innovation.

Share your thoughts below — is your organization still trusting the cloud for critical voice data?

In this exclusive interview, we sit down with Martin Taylor, deputy CEO and co-founder of Content Guru, to explore how CX leaders can successfully navigate the challenges of data ownership while embracing the transformational potential of AI and automation. 

Watch the Full Interview on Youtube 

The Data Explosion: From Calls to Connected Everything 

The scale of data generation in modern contact centers is staggering. “We’re creating billions of records a year just as Content Guru, as is everybody else,” Taylor explains in the interview. “So you’ve got increasingly information not just from calls anymore but from all the digital channels.” 

But it’s the emergence of what Taylor calls the “digital customer” that’s truly transforming the landscape. With predictions of 39 billion Internet of Things devices by 2030, each representing a human in the eyes of regulators, the volume and variety of personal data flowing through CX environments is exploding exponentially. 

” The UK Information Commissioner’s Office considers data generated by IoT devices  – be it a movement or somebody’s temperature detected by a smart health device or a smart fridge  reporting it is  empty – as a piece of personal data,” Taylor notes. 

The Jurisdiction Maze: Where Geography Meets Governance 

One of the most complex challenges facing global organizations is navigating the intersection of geography and regulation. As Taylor explains, “Data is being produced at large volume all over the world, every day, every second. So how that is generated and the rules under which it is being generated vary by geography and by market segment.” 

The implications go far beyond GDPR. While the regulation establishes that “the data subject is ultimately the owner of the data,” the practical responsibilities for processors and vendors create a complex web of obligations that vary by jurisdiction and sector. 

“The EU want it to take place within the EU. The UK want it to take place within the UK, the US in the US,” Taylor explains. “And then if you go to the actual sectors themselves like medical or financial, they’ve got a load of rules of their own and those are done per country as well.” 

Breaking Down Silos: The New Collaborative Imperative 

The complexity of modern data governance is forcing unprecedented collaboration between traditionally separate functions. Taylor shares a real-time example from his own organization: “An example from here today is about something that’s come to my desk  about live sentiment analysis and its legality within an EU AI Act context.” 

This seemingly straightforward CX enhancement required input from legal, product, and information security teams – a pattern that’s becoming the norm rather than the exception. “Those sorts of conversations are happening throughout all levels of the value chain from the provider of a service right through to the vendor,” Taylor observes. 

The Death of “Public Cloud” Assumptions 

Perhaps one of the most significant shifts in thinking has been the abandonment of the idea that being “in the cloud” absolves organizations of data responsibility. 

“I think we’ve seen the death of this idea of there being such a thing as a public cloud,” Taylor states emphatically. “Everyone can see that clouds belong to organizations now and that they reside in specific jurisdictions.” 

The AWS outage in Virginia that affected organizations worldwide serves as a stark reminder of this reality. Many affected companies didn’t even know they had connections to that specific location, highlighting the importance of understanding not just whose cloud you’re using, but where it physically resides and under what jurisdictions it operates. 

Balancing Innovation with Responsibility 

As organizations rush to embrace AI and automation, the challenge becomes maintaining innovation velocity while ensuring responsible data handling. Taylor uses an oil refinery analogy to explain this balance: “I think of raw data as like crude oil and then the refining process, fractional distillation. You’re looking now for that kind of high quality racing fuel  that we use to feed the AI.” 

Not every implementation needs to become more complex, but those involving AI require higher-quality data and more sophisticated governance. “In some cases, it’s AI, it needs that richer fuel. You can’t feed it the heating oil, because it won’t work,” Taylor explains. 

Looking Ahead: Preparing for 2026 and Beyond 

As we look toward the year ahead, Taylor predicts continued growth in both opportunity and complexity. “We’ve all heard  a lot about agentic AI  during 2025. I think 2026 is when it starts to get applied,” he notes, while emphasizing that this won’t mean wholesale replacement of human agents. 

Instead, organizations should prepare for “more data, more automation, and that means more data handling challenges.” This will require: 

• Enhanced Security Postures: Moving beyond perimeter defense to comprehensive data protection throughout its lifecycle 

• Geographic Strategy: Making deliberate choices about data processing locations based on customer needs and regulatory requirements 

• Vendor Due Diligence: Evaluating partners not just on technical capabilities but on jurisdictional alignment and compliance frameworks 

The Trust Dividend 

Ultimately, the organizations that succeed in this complex landscape will be those that can demonstrate they’re worthy stewards of customer data. As Taylor concludes, “There’s going to be a lot more scrutiny of how all of this wonderful new processing is going to happen.” 

The complexity brings opportunity for those willing to invest in getting it right. By building transparent, responsible data governance practices, organizations can turn compliance obligations into competitive advantages – earning customer trust while enabling innovation. 

The question isn’t just who owns your customer data – it’s whether you’re prepared to prove you deserve that ownership. 

Continue the Conversation 

For more insights on navigating these challenges, visit contentguru.com 

With global enterprises like BT, Deutsche Telekom, and EE already seeing results, the discussion explores how hybrid human-AI teams, composable experience design, and data-driven automation are shaping the contact center of 2026 — and how a unified CX platform can future-proof operations and drive measurable business value.

In this CX Today interview, Rob Scott sits down with Shrenik Jain, VP of Product Management for CCaaS at Sprinklr, to explore what’s next for contact centers and how Sprinklr is taking a platform-first approach to transform customer experience.

Jain explains why Sprinklr didn’t follow the legacy voice-first route, how unification enables smarter AI, and what the shift from assistant AI to agentic AI means for tomorrow’s CX workforce. If you’re rethinking your contact center strategy for 2026, this one’s worth a watch.

Key Discussion Points:

• The real reason CCaaS is saturated: Why traditional cloud migration is no longer enough, and what customers now expect.
• Connected intelligence over channel sprawl: How Sprinklr integrates social, voice, messaging, and AI into a single platform.
• The rise of agentic AI: What moving from reactive assistants to autonomous agents means for skills, roles, and workforce planning.
• Actionable insights, not just dashboards: How AI is shifting from descriptive to prescriptive, and even autonomous decision-making.

To explore Sprinklr’s unified CXM platform and how it enables smarter, scalable, AI-powered customer engagement, visit sprinklr.com

The problem is simple: systems don’t talk to each other. A customer starts a conversation on live chat, calls later to follow up, and then gets an email with conflicting information. Each hand-off forces them to repeat details, re-authenticate, or explain the issue all over again. Patience runs out quickly.

The cost isn’t hidden for long. U.S. companies lose an estimated $136.8 billion every year to avoidable churn. Customers leave when systems don’t connect, data is trapped in silos, workflows run in isolation, and departments push their own priorities instead of working toward the full journey.

Fixing that takes more than patches. It needs stronger journey orchestration, along with omnichannel workflow design and dependable CDP integration. The aim is for every channel to draw from the same source of truth, so the customer isn’t forced to start over at each step.

Fragmented Journeys: The Hidden Cost and Causes

The cost of fragmented customer journeys isn’t always obvious. Customers don’t usually complain about “systems not talking to each other.” They just get tired of repeating themselves, chasing updates, or being bounced between departments. Some walk away silently. Others switch to a competitor after one poor experience. That lost loyalty is expensive.

All the while, customers that get connected experiences are helping brands grow. Studies show customers who get “excellent” experiences spend about 140% more.

The Causes of Fragmented Customer Journeys

Why are fragmented customer journeys still getting worse? A big part of the answer lies in the systems. Older ERP platforms were built for accounting and operations. They store useful data, but they weren’t designed to share it across customer touchpoints.

On top of that, many firms still run sales, service, and fulfillment on different platforms. Each team shapes processes around its own system, so when customers move between departments, the context often gets lost.

Then there are issues created by:

• Multiple versions of the same customer: Without solid CDP integration, one person might exist in several databases under different IDs. That makes personalization, and even basic service, harder.
• Channels that don’t connect: Phone, email, chat, apps, and stores often sit on different platforms. Customers expect one conversation. Businesses deliver five.
• Processes that drift: Marketing offers a refund or discount, but the policy never makes it to the billing system. Customers get conflicting answers depending on who they ask.
• Automation in silos: Generic automation often backfires. A bot that can’t see the full journey adds more friction, not less.
• Slow-moving data: By the time an update syncs between systems, the customer has already called back.
• Compliance barriers: Privacy and security rules matter, but poor design can block the very context agents need to help.

Taken together, these gaps explain why customers feel let down. The business may see good metrics in one channel, but the overall journey tells another story. Until the foundation is fixed, journey orchestration and omnichannel workflow automation tools can only go so far.

Unifying Journeys: The Journey Orchestration Tech Teams Need

When customers say they feel like they’re dealing with “five different companies at once,” it’s rarely the fault of the service team. The problem sits in the systems. Fixing fragmented customer journeys means building a stack where data flows from the back office to the front line without friction.

Cloud ERP Integration

Most ERPs were built to balance books and manage inventory. They weren’t built to answer a customer who asks, “Where’s my order?” That’s why cloud ERP integration is now so important. When ERP data is connected directly to sales and service platforms, answers come back in seconds instead of days.

Cloud ERP changes that. By connecting ERP directly with CRM and service systems, data is available in real time. Smarter Furnishings made this upgrade with Microsoft Dynamics 365 and reduced quote turnaround times by 80 percent. That kind of improvement comes from eliminating the delays caused by disconnected back-office systems

CDP Integration

Most companies hold records with multiple versions of the same customer. A single person might appear in the marketing database, the CRM, and the billing platform under slightly different records. This duplication makes personalization impossible and creates obvious gaps in service.

A customer data platform (CDP) takes scattered records and pulls them into one profile. It updates as new information comes in, so teams aren’t working from old or conflicting data. That single view makes it possible to keep the journey consistent when a customer moves from one channel to another. With CDP integration, journey orchestration tools have a reliable record to draw on instead of piecing together fragments.

Combining Customer Journey Orchestration and AI Decisioning

The orchestration layer is where data turns into action. Journey orchestration engines like the industry-first solution from NiCE take context from CDPs, CRM systems, and ERPs, and use it to determine the next best step in the customer’s journey. That may mean routing a case to the right team, sending a proactive update, or triggering an RPA process in the background.

Qualtrics research shows that effective orchestration can boost revenue by 10–20 percent while reducing service costs by 15–25 percent At FedPoint, NiCE CXone drove similar results in practice: IVR containment increased from 28.5% to 33.9%, customer satisfaction rose to 98.35%, and average answer speed fell from 35 seconds to 15 seconds.

Omnichannel CCaaS

Customers don’t think in terms of “channels.” They expect one continuous conversation, whether they start with a phone call, follow up via chat, or receive an email confirmation later. Without a unified contact platform, those experiences quickly fracture.

That’s why omnichannel workflow through contact center as a service (CCaaS) is now a priority. BankUnited’s deployment with Talkdesk shows the results: self-service adoption increased by 16%, abandonment fell to 5.3%, and NPS more than doubled.

Automation and CRM Intelligence

Even with orchestration in play, journeys can stall if the back office is still running on manual tasks. That’s where RPA comes in. It takes on work like refunds, policy checks, and updates, jobs that would otherwise create delays and frustration.

On the front line, CRM automation does the heavy lifting for agents. AI creates summaries automatically, enriches profiles with data, and shares recommendations with agents in real time. The agent spends less time searching and more time solving. That combination speeds up resolution and helps ensure the journey doesn’t break in the final mile.

How to Start Reducing Journey Fragmentation

There isn’t a quick fix for fragmented customer journeys. The organizations that succeed usually take it step by step. They get the basics right, test in a few focused areas, and only then expand.

• Begin with the data: If core systems don’t share information, the journey will eventually break. That’s why so many CIOs are prioritizing ERP and CRM integration, or even tying in CDP solutions, before layering on orchestration.
• Create a single customer profile: A CDP integration pulls records together from sales, marketing, and service. It means every interaction draws from the same source of truth. Without that, different teams are still working off different stories.
• Pilot orchestration on high-value journeys: Trying to orchestrate everything at once rarely works. Pick a few critical touchpoints, like order tracking or benefit enrollment, and build orchestration around them. A Middle Eastern bank did this with Kore.ai, and eventually achieved 40% automation rates for workflows, as well as higher CSAT scores.
• Add omnichannel contact. Customers don’t think in terms of “phone” or “chat.” They want one continuous conversation. Moving to CCaaS platforms helps deliver that. Particularly when those systems can speak to ERP, CRM, and CDP solutions.
• Automate the back office. Journeys still fail when refunds or approvals sit in manual queues. RPA can process these instantly, while CRM automation gives agents context without the need to dig. Together, they prevent small delays from becoming big frustrations.

Also, measure what matters. Efficiency metrics only go so far. Average handle time may look good on a report but say little about customer loyalty. Outcome-based measures – resolution rates, effort scores, verified completions, tell you whether fragmentation is actually being reduced.

Journey Orchestration: From Fragmentation to Flow

Plenty of firms talk about improving customer experience. The real progress comes from those willing to confront fragmentation directly. They modernize their data foundations, connect ERP and CRM, put CDP integration in place, and then add journey orchestration and omnichannel workflows. Each layer builds on the last, creating a system that actually holds together.

The rewards are measurable. Containment improves without hurting satisfaction. Resolution times drop. Customers stop repeating themselves at every turn. Plus, loyalty grows stronger, the ultimate measure of success in competitive markets where switching costs are low and alternatives are one click away.

Journey orchestration is only going to matter more as AI takes on a bigger role in customer experience. But AI that runs on inconsistent data won’t deliver. Reducing fragmentation is the first step. Once that’s done, journeys become faster, cheaper to support, and more likely to end in loyalty instead of churn.

Rhys Fisher sits down with Miguel Marcos, VP of Operations at Enghouse Interactive, to unpack one of the most pressing debates in customer experience: Is cloud the only path to modernization?

Together, they dive into why flexibility, not rigid vendor mandates, is the real key to innovation in the contact center world.

Cloud-first strategies may dominate the headlines, but are they really the best fit for every business?

In this candid conversation, Miguel Marcos reveals why organizations need freedom of choice when it comes to CX transformation – and how Enghouse Interactive empowers IT and CX leaders to modernize on their own terms.

Here’s what you’ll learn in this discussion:

How the evolution of cloud technology has reshaped CX, and why compliance and control still matter.

The risks of vendor lock-in and the hidden challenges of cloud-only adoption.

What “a contact center without compromise” means in practice – spanning on-premise, hybrid, and cloud deployments.

The role of AI in Enghouse Interactive’s modernization roadmap, and how it delivers value across every deployment model.

Whether you’re exploring SaaS, hybrid, or on-premises solutions, this interview shows why modernization doesn’t have to mean compromise.

Next Steps:

• Watch the full interview for actionable insights on CX modernization.
• Subscribe to CX Today for more expert discussions with leading voices in the industry.
• Learn more about Enghouse Interactive’s flexible CX solutions by visiting their website.

Rhys Fisher sits down with Derek Corcoran, CEO and Founder of Scorebuddy, to unpack how the world of Quality Assurance (QA) is being redefined by AI and conversational analytics.

Together, they explore how forward-thinking organizations are transforming QA from a compliance necessity into a business intelligence engine that drives measurable CX impact.

If you’ve ever wondered how to move beyond manual scoring and truly unlock the value hidden in your customer interactions, this conversation is a must-watch.

Main Description:

Customer experience is evolving fast — and QA is no longer just about checking boxes. In this exclusive chat, Scorebuddy’s Derek Corcoran reveals how AI, automation, and analytics are reshaping the way organizations understand agent performance, customer behavior, and business outcomes.

Here’s what you’ll learn:

From Manual to Meaningful: How moving from spreadsheets to AI-powered QA unlocks faster insights and greater consistency across teams.

Beyond the Microscope: How conversation analytics give CX leaders visibility into previously hidden trends and customer pain points.

AI-Powered Impact: Why automated scoring and performance summaries are freeing evaluators to focus on coaching and strategic development.

CX Intelligence for the C-Suite: How BI dashboards are bridging the gap between QA teams and executive decision-making.

Next Steps:
Watch the full interview to hear Derek’s roadmap for building an AI-enhanced QA strategy.
Explore Scorebuddy’s AI QA solutions to see how they can transform your contact center operations.
Subscribe to CX Today for more expert insights on the technologies shaping the future of customer experience.

In this discussion, host Rhys Fisher sits down with James Scott, Senior Solutions Engineer at Diabolocom, to unpack why mobile CX is emerging as a game-changer for businesses worldwide.

As organizations look beyond static desktops, James explores how mobile technology, combined with AI, is transforming agent flexibility, accelerating response times, and boosting ROI.

Whether you’re leading a sales team or managing customer experience, this conversation will show you why the contact center, of 2025 can’t afford to stay tied to a desk.

Mobility isn’t just convenient — it’s strategic. James Scott dives into how Diabolocom Mobile is empowering agents and sales teams to deliver faster, smarter, and more personalized experiences from anywhere.

Key Mobile CX Takeaways:

• Freedom from the desktop: Learn how mobile CX extends the flexibility of cloud -based contact centers, enabling agents to take calls and close deals on the go.
• AI that works for you: Discover how Diabolocom AI automates transcription, call summaries, and next steps — so your team focuses on selling, not note-taking.
• Real-world impact: Hear how a sales team boosted their response speed by 15% and saw boosted ROI growth within days of implementing Diabolocom Mobile.
• Built-in compliance & security: See why Diabolocom’s telecom roots give companies confidence in data security, regulatory compliance, and full control over their CX tech stack.

While many organizations jump into AI hoping for instant transformation, the reality is more complex. Will shares insights into why so many pilots fizzle out, how to lay the right data foundations, and why empathy – not just efficiency – will define the future of CX.

If you’re looking to get real ROI from AI, this conversation is a must-watch.

The CX industry is buzzing with AI promise, but most organizations aren’t unlocking its true potential.

In this insightful interview, Puzzel’s Will Penn breaks down the real reasons AI pilots fail and how leaders can reverse the trend with deliberate strategy.

Why AI projects fail fast: Fragmented data, poor foundations, and lack of precision lead to early abandonment.

The power of precision: How starting with low-friction, high-impact automations (like note taking) drives adoption.

Empathy + efficiency: Why the future isn’t bots vs. humans but a hybrid model that blends AI speed with human understanding.

Real-world success: How Puzzel’s Live Summary tool helped Help Insurance boost compliance, quality, and customer experience.

Next Steps

• Audit your data foundations before launching new AI tools.
• Start small: automate the tasks no one likes doing first.
• Explore Puzzel’s Co-Pilot and Live Summary to boost agent performance.
• Subscribe to CX Today for more expert conversations and practical insights.

With CX Today’s Rhys Fisher, we break down how to phase in native features without losing the specialist tools you rely on.