Customers want a natural and fluid experience across every interaction with a brand, from bot to agent to sales rep. Gone are the days of “surprise and delight” – most customers don’t want to be wowed, they just expect service to work seamlessly. To achieve this level of efficiency, internal ownership of CX can no longer be confined to tight swim lanes and be viewed solely as a matter of reactive support. Leaders must continue to break down team barriers, integrate responsibilities, and foster collaboration within their organization.