解决客户体验中的技术堆栈蔓延问题

How to move beyond CX stack rationalizationto create shared customer context acrosssystems, channels, and AI-driven automations INSIDE Why tech stack consolidation alone does not resolve fragmented customer experiences.How shared customer context enables consistency across channels, teams, and AI systems.What CX tech stack maturity looks like in the age of AI and how to move towards it. Foreword Contents For years, CX leaders have been urged to “rationalizethe stack” to improve business efficiency and customerexperiences. Many have done exactly that by cuttingvendors and consolidating platforms. Yet the expectedgains in CX quality often haven’t materialized. Customersstill encounter conflicting messages, duplicate alerts, andbroken handoffs across channels. Even streamlined stackscan continue to generate noise when systems operate withdifferent views of customer status, intent, and next steps. The issue, increasingly, isn’t how many tools remainin the stack, but how disconnected those tools remainwhen interpreting customer context and acting on it. Forewordpage 2 Tackling tech stack sprawl in CXfeatures insightsfrom practitioners at smart Europe and ALDO Group,Be Customer Led, and CSG, and case studies fromorganizations in the finance and technology industries.It explores how leading organizations are confrontingsolution fragmentation – without the need to rip-and-replace – to help practitioners in all industriesmove toward CX stack maturity. In doing so, this reportexplores what maturity really looks like in the age ofAI and how teams can ensure every channel, function,and automation acts with shared context on behalf ofthe customer. SECTION ONE The technological ecosystem in the age of AIpage 3 SECTION TWO Agentic commerce creates urgent need tofix broken journeyspage 6 As journeys expand across channels and businessunits faster than architectures can adapt, theseinconsistencies multiply. At a time when AI is becomingembedded in every business function, this compoundsthe problems further. After all, applying AI over brokenprocesses, scales broken processes. SECTION THREE CX tech stack maturity in the age of AIpage 9 Conclusionpage 12 AboutCSGpage 13 AboutCX Networkpage 14 About CCW Europe 2026page 16 The technological ecosystem in the age of AI As those in CX know, an organization operating onfragmented systems will deliver fragmented experiences.Since the digital revolution began, organizations haveaccumulated dozens of different platforms, tools,systems, and workflows – all designed individually tomake life easier and business more impactful. But puttogether – and expected to work together – they aredelivering the opposite. They cause inefficiencies andredundancies, they repeatedly hinder productivity, andthey are preventing organizations from growing into thecompetitive powerhouses modern business demandsthey be. When AI is added on top, these negativeimpacts only multiply. learned the hard way that static journey views andworkshop-heavy mapping are a weak substitutefor AI systems that adapt moment by moment.”Furthermore, these programs “often becameexpensive diagram factories with too much manualinterpretation between insight and action”. Some of these systems include: Survey-first VoC suites:Built around declaredfeedback, rather than in-the-moment analysis ofsentiment and behavior. AI now enables real-timeanalysis of calls, chats, clickstreams, reviews, andoperational efficacy. Staikos says: “The old processhere was: send survey, watch NPS/CSAT, openfollow-up case, make deck. That aged fast over thelast 12 months. The companies that are targetingthe 98 percent of customers that don’t respond tosurveys are the ones that will succeed over the nextfew years.” Contact center stacks dependent on IVR: Initially addressing scale, routing, deflection, andcost takeout, the resulting service experiencesnow fail to meet customer expectations forconversational, plain-language interactions thatpromptly lead to a resolution. Staikos says newerconversational systems can now “infer intent, usehistory, and handle ambiguity far better than ‘press3 for billing’.” Many of the established tools of CX were built for ananalog world, dependent on surveys, dashboards,and predefined flows. This mentality has aged rapidlyin the last 12 months as the key pillars of CX, suchas Voice of Customer (VoC), customer journeymanagement, and the contact center have seen anaccelerated pace of innovation. Journey mapping and analytics:Although usefulin the past, Staikos says: “Many companies “Consolidation makes thearchitecture diagram neater, but itdoesn’t make the journey feel clearerto the customer.” “The AI era favors systems that can read messy context,retrieve the right knowledge in real time, and takeaction inside the flow of work. That is a very differentjob,” says Bill Staikos, founder and managing parterof Be Customer Led who has also held senior CX rolesat Apple, BNY, Uber, Bank of America, and JPMo