The CX genie is out of the bottle. The customer’s wish is now often more than many manufacturers can command. Consumers are changing the way they engage with every type of product or services organisation, from a retail brand to the manufacturer or wholesale supplier. Recent research carried out by the Aberdeen Group and BCG, Global Managing Consulting, found that more than 4 in 10 (41per cent) of manufacturers say that “unpredictable” customer demand is their top “pressure” and nearly half (48 per cent) find it “difficult to accurately track customer, supplier and partner transactions”. Far too many businesses are still stuck within a traditional silo model with just their own separate system of collected data.