Customer Experience (CX) Tech Showcase: Connecting Every Touchpoint

Key Takeaways from This Showcase

• CX insight is moving from after-the-fact to in-the-moment. Teams are capturing experience as it happens, not weeks later.

• Feedback only matters if it drives action. Modern CX platforms surface what matters most and help close the loop quickly.

• Unified CX is now the baseline. Connecting feedback, behavior, and operational data enables faster, clearer decisions.

Seeing CX Clearly: How Modern CX Solutions Connect Every Touchpoint

Most organizations know exactly where customers interact with their brand.

Fewer understand how those interactions actually feel.

Customers encounter brands across physical stores, websites, mobile apps, customer support channels, SMS, and more. Each interaction generates data. Sensors log behavior. Platforms capture feedback. Transactions record outcomes. Conversations produce text and speech.

Yet despite all this activity, many teams are still left stitching together partial views of the customer journey, hoping correlation will stand in for understanding.

When Data Exists Everywhere, Empathy Often Exists Nowhere

Blending survey data with interviews once felt like a breakthrough. Today, it barely scratches the surface.

True customer experience understanding requires integrating:

• Behavioral data from digital and physical environments

• Direct feedback and Voice of the Customer signals

• Operational data from service and support

• Qualitative context that explains why moments matter

Without that integration, insights remain fragmented. Teams optimize individual touchpoints while the experience itself quietly degrades between them.

What CX Solutions Are Built to Solve

Customer Experience solution technologies exist to close this gap.

Rather than treating channels, data sources, and teams as separate systems, CX platforms are designed to:

• Capture experience signals as they happen

• Connect those signals across the journey

• Reveal emotion, friction, and intent in context

• Enable action across insights, product, service, and operations

CX tech isn’t just measurement. It’s infrastructure for understanding.

In-Moment Experience: Seeing CX as It Happens

One of the hardest CX challenges is capturing experience while it’s unfolding, not weeks later in a post-hoc survey.

During the showcase, Conveo demonstrated how AI-moderated qualitative research can analyze real-time customer experience inside US quick-service restaurants. Rather than relying on delayed recall, this approach captures reactions as customers move through ordering, pickup, and consumption.

The result is access to:

• Immediate emotional context

• Nuance traditional surveys often miss

• Early signals of friction before they appear in scores

It’s a shift from asking customers to remember how something felt to understanding how it actually feels in the moment.

The CX Technology Landscape, Simplified

While the CX ecosystem is broad, most solutions fall into four core categories:

• Feedback and Voice of the Customer Platforms
  Capture and analyze customer sentiment at scale

• CX Management Suites
  Combine feedback, analytics, and action into unified workflows

• Customer Data Platforms and Personalization Engines
  Unify data from multiple sources into a single customer profile

• Omnichannel Engagement and Journey Orchestration Tools
  Map and manage experiences across touchpoints in real time

Individually powerful, these tools are most effective when connected.

From Feedback to Action at Scale

Collecting feedback is easy. Acting on it is where most CX programs stall.

That’s where platforms like SmartSurvey come in. Designed for CX teams who need to move quickly, SmartSurvey unifies feedback across touchpoints and applies AI across the entire program to surface what matters most.

Teams can:

• Spot satisfaction shifts with real-time sentiment analysis

• Identify patterns in seconds using thematic AI

• Run global programs with built-in translation

• Trigger adaptive follow-ups only when clarity is needed

• Close the loop through integrated case management

• Share live dashboards across NPS, CSAT, and other CX metrics

Instead of spending weeks tagging comments and reconciling spreadsheets, teams move directly from insight to action, with accountability built in.

From Signals to Meaning to Action

The real promise of CX technology isn’t more dashboards. It’s better decisions.

When experience data is unified, teams can:

• Understand how moments accumulate into perceptions

• Detect issues early, before they become churn

• Prove which improvements actually move CX metrics

• Align insights, product, and operations around a shared truth

CX solutions turn experience from something observed into something actively managed.

Inside the Customer Experience (CX) Solutions Tech Showcase

This Tech Showcase brings together innovators demonstrating how modern CX platforms work in practice.

Through live demos, attendees see how teams:

• Capture experience in the moment

• Translate feedback and behavior into insight at scale

• Coordinate action across insights, service, and product teams

• Operationalize CX with speed, clarity, and confidence

It’s not about features. It’s about seeing the customer clearly and acting while it still matters.

Register for the Next Greenbook Tech Showcase

Explore emerging technologies, see real solutions in action, and learn how insights teams are solving today’s most complex challenges.

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