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The single point agenda for fast-growth enterprises today is superlative customer experience. As forward-looking organizations strategize, customer focus is at the core of any digital transformation initiative. The technology must be agile and intelligent to ensure a positive customer experience from day one. And if you think you have time to iron out your customer delight checkpoints, think again. Retail customers have indicated time and time again that they’re willing to walk away from brands after just one bad experience.

As enterprises revisit their tech stack to level up their customer experience, customer relationship management (CRM) is the ubiquitous starting point as it is a vast river from which millions of rivulets of information flow. So, how do we draw the pathways that interconnect these rivulets to form data streams that help sales teams sail straight to desirable customer outcomes?

CRM: A system of record

To help deeply connect with customers and their preferences, we need CRM data to dive deep into a customer story and provide cues to complete it. As we study demanding customer profiles, it is obvious that sales teams can no longer work off a formula based on this available data. Every engagement is...