For years businesses have tried to create a customer experience from the inside out versus starting with the customer and working backward, or outside in. How to Capture Customer Sentiment Instead of Just Ticket ActivityMost CRMs are excellent at recording activity but very few capture customer truth. For real-time measurement you can utilize CSAT (Customer Satisfaction Survey) to evaluate individual moments of truth while they're still fresh. Because without an executive champion, customer experience becomes everyone's responsibility—and ultimately no one's responsibility. Why AI Strategy Must Start With a Defined Customer Experience OutcomeCompanies often ask me where AI fits into customer experience.