Improving the customer experience isn’t what it used to be, is it? Many challenges to serving customers were well underway before the world had to make its giant pivot earlier this year.  

Not surprisingly, how organizations listen to their customers has had to evolve too. We’re not even sure what “normal” is anymore. What we are sure about is customers are more sophisticated and many are pressed for time. This has forced a major shift in how brands collect and analyze customer feedback as they attempt to create a more engaging experience.

Voice of the customer (VOC) has shifted to Experience Management (XM). Listening to what customers want and delivering on those expectations should continue to be at the core of VoC and XM efforts. Verint’s Ryan Hollenbeck, senior vice president, global marketing and executive sponsor of Verint’s customer experience (CX) program, explores this modernized approach to customer experience in his new article for Forbes.