Applying customer data for optimized CX offers brands an insight into their customers’ behaviors and signals, allowing them to target customers better, solve their pain points and provide meaningful experiences to customers. When surveyed by CX Network for the Global State of Customer Experience 2022, CX practitioners noted that data and analytics had the biggest impact on their work. The financial benefits of investing in data and analytics and providing personalized experiences are evident, with Accenture reporting that more than nine in 10 (91 percent) of consumers are more likely to shop with brands that provide relevant offers and recommendations than those that fail to do so.