The Most Important 2024 CX Trend: UX Alignment

High-impact insights teams use customer feedback to gain a deeper, more comprehensive understanding of customer needs and to spur decision makers to respond rapidly to changing customer expectations. The very best insights teams, however, do one more thing to produce greater customer value: they help their companies innovate.
In today’s market, there is significant pressure on brands to deliver more, faster, and with fewer resources. As a result, a prevalent challenge, as underscored by Forrester is that “teams rely on assumptions about users — what they want, how they want to interact, and what their problems and goals are — instead of findings from user research.” This is leaving much to be desired when it comes to UX which is in turn largely impacting companies’ ability to deliver on their CX promises. So, how can we bridge this gap?

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