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#2 Introduce the New CX
A frictionless journey is the dream of every customer. The switch
from offline to online and vice versa used to be very painful since the
touchpoints were disjointed and worked in silos. Customers were not
recognized instantly and had to introduce themselves every time they
moved between channels. With digitalization, the frictionless
customer experience—in which the whole value is greater than the
sum of its parts—can finally be a reality. This is the new CX.
Companies must focus on delivering the new CX at three different
levels: informative, interactive, and immersive. Whenever customers
seek for answers, long for conversations, and surround themselves
with sensory experiences, companies should be ready to deliver.
(More information on the new CX can be found in 
Chapter 7
.)

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