Trying to provide exceptional customer experiences without high-quality data to back it up is like trying to drive with your eyes closed. Effectively leveraging customer and product data can help CX leaders create friction-free customer journeys and design customer-centric products and services.

In this interview, smart Europe GmbH’s Head of Customer Engagement Solutions, Aymen Ismail, shares his vision of how CX leaders can supercharge customer experiences with data insights.

Read on to discover:

• A three-step reality check every CX leader should do before implementing AI
• How combining customer 360° and product 360° views can help CX leaders drive loyalty, efficiency and growth
• Why eliminating silos is key to unlocking powerful data insights

In this 2025 edition of The PXO’s Handbook, Crystal Broj, Chief Digital Transformation Officer at the Medical University of South Carolina, reflects on the evolving role of patient experience in a rapidly digitising healthcare landscape. From overcoming legacy barriers to integrating technology with empathy, she offers practical insights for PXOs navigating the demands of modern care delivery.