In customer service, every moment is an experience that matters. Customers demand real-time problemsolving via self service, directly with an agent, or — as is often the case — they end up with an experience that traverses multiple channels and switches between self- and live service interactions. They expect seamless service across channels, and they expect intelligent service, personalized to show you know who they are and have a basic understanding of their problem. How well you deliver customer experience (CX) in the contact center has a direct impact on customer retention and ultimately, revenue. The mandate to improve CX is continual. But how do you know what to improve?