Amid rapid global change, understanding the rationale behind business decisions is more important than ever. 451 Research's Customer Experience & Commerce, Budgets & Organizational Dynamics 2024 survey evaluates what is driving businesses' investments in the customer experience technology market. We study organizations longitudinally in this wave to understand market sentiments and to help identify major opportunities for enterprises, IT vendors, suppliers and investors. This year in particular, businesses are still spending on their customer experience strategies, with a noticeable shift in dollars being funneled into digital experiences to compete in the experience economy. In particular, businesses will be investing in technology to create more data-driven experiences — embracing innovative technology such as generative AI — and to support the ongoing shift to capitalize on the business value of intelligent experiences.
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