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Customer experience (CX) has become the top business priority for European companies in 2019, according to IDC, which predicts the CX market will grow to $128bn by 2022. Customer care and support, digital marketing and order fulfilment are the highest spending areas for CX and will continue to be a strong investment area throughout 2022. The fastest growing use case, however, will be omni-channel content. What role can channel partners play in supporting businesses and organisations to deliver better CX to their customers? And what can channel partners do to improve the CX they provide to the businesses and organisations they serve? Mike Cullen, vice-president of customer experience and business strategy at SolarWinds MSP, stresses the importance of customer relationships. “They are foundational to success, so channel partners should be offering advice, training and support to their customers to encourage stronger, more valuable relationships,“ he says. “This isn’t about fluff or ‘feel good’ stuff, this is because it’s ...