Data has always been an important, albeit perhaps boring, aspect of customer experience. In today's world, data is increasingly becoming a mission critical asset for any business. After all, data is the new oil. Within the customer experience (CX) paradigm, data is a source of competitive differentiation when companies can use it to provide better, differentiated customer connections with their brand or service.

However, this is not easy. Most businesses generate more data than they can handle. Companies that execute the right strategy when it comes to data, and leverage that data to offer their customers better experiences, will be best positioned to win.