A great customer experience is all about meeting needs. Companies that excel at CX often address those needs even before they arise. And companies that fail at CX contribute to customer pain points — like long wait times to speak to the right person, contacting customer service multiple times, or repeating the issue.

So how are companies — already stretched thin with less staff and budget — supposed to service their customers? Think intelligence, automation, and personalization for a more immediate and engaging experience. And it all starts with communications APIs and AI.