By nature, we humans are emotional creatures with a myriad of feelings that continuously influence and shape our thoughts and decisions. Thanks largely to influences like Amazon and other leading online retailers, we\u2019ve come to expect fast, easy, and differentiated interactions. For example, a search for gardening gloves can turn into a perfectly timed Alexa notification; the gloves are now half off and can be delivered tomorrow\u2014would you like to order?\nIt\u2019s these interactions that now conjure up positive emotions and keep us coming back for more. It\u2019s not surprising that in a report from Accenture of 8,000 consumers surveyed, 91% said they were more likely to do business with brands that remember, recognize, and provide them with relevant recommendations and offers. In other words, we choose to buy from those that deliver simplified interactions that save us time and make us feel unique.\nBut as we all know, poor experiences remain common, highlighting the reality that many businesses still aren\u2019t prioritizing personalization and empathy as part of their CX strategies. With outdated architectures that don\u2019t have the flexibility to quickly support apps, functionality, and AI to deliver differentiated or personalized experiences, they often miss the mark when it comes to delivering loyalty-building personal connections with customers and real experiences that matter.\nNone of this is easy. There\u2019s no singular, logical formula for delivering loyalty-building experiences. We\u2019re all unique with our own interpretation of what constitutes greatness. But what is humanly universal is our need for empathy. In an age of increasing automation and artificial intelligence, promoting warmth, understanding, and humanity through greater personalization, connection, and emotion has become a secret sauce for business success.\nThinking beyond the productOf course, having a superior product is just as important today as it has always been. But the smartest brands also understand that while success starts with a great product, it is more likely than ever to end with a bad experience. With customer engagement now happening in many different places and in many different ways, the likelihood of delivering an experience that is disjointed, slow, non-contextual \u2212 or just all-around unsatisfactory \u2013 increases exponentially. In other words, a one-size-fits-all approach to customer experience just doesn\u2019t work anymore. Companies need to continue making investment post-sale in multiple touchpoints.\nCompounding this challenge, customers are increasingly choosing the convenience of self-service, and they now feel comfortable engaging across multiple channels\u2014sometimes at once. But they still expect that same level of differentiation and ease. So, what happens when they have a complex issue that requires escalation? If the transition to chat or voice isn\u2019t seamless and contextual, the experience can become a fork in the road. Regardless of the resolution, customers who feel emotions of frustration, confusion, or irritation, will remember their less-than-positive experience and think twice about doing business with this brand again.\nAnother increasingly common scenario that emphasizes the importance of emotion and differentiation: when organizations expect customers to use a channel or solution that\u2019s unfamiliar to them. In this era of social distancing, we\u2019ve seen rapid, widespread adoption of video conferencing tools and other solutions to communicate and engage. While some customers appreciate the level of accessibility that they offer, they also can create feelings of intimidation for those who are unfamiliar with them. This becomes even more problematic when there are additional layers of applications required to complete an interaction. Application sprawl can creep into business processes, alienating customers\u2014often without businesses realizing what they\u2019re doing.\nThe need for composable customer experiences This recent period of change and uncertainty has underscored the critical importance of agility and resiliency. Complex, limiting architectures that don\u2019t easily support the integration of apps and processes can\u2019t deliver the differentiated experiences needed to keep up with the emotive, personalized interactions that customers now crave and expect. \u00a0\u00a0\nThis has created very real challenges for CTOs, CIOs, CMOs, and the Chief Experience Officers who are finding it difficult to balance value creation with the increasing pace of change. They know they need to prioritize digital transformation, but many may not be in a position to invest in a complete platform upgrade right now.\nThis is where composability comes in.\nWith a composable cloud solution, organizations can quickly build out customer and employee experiences to differentiate while also delivering resiliency and agility. Innovation can happen in smaller, more manageable chunks through a modern continuous integration\/continuous deployment (CI\/CD) pipeline. This can be done when companies combine a solution\u2019s individual capabilities with a business\u2019s greater CX ecosystem, marketplaces, and differentiating solutions that use open APIs and developer tools.\nA case in point is Standard Chartered, a leading international banking and financial services company, which faced the challenge of delivering personalized and consistent client service, irrespective of channel. As a truly global bank in 60 of the world\u2019s most dynamic markets, Standard Chartered chose Avaya\u2019s OneCloud solution to help them take advantage of composability to achieve their mission of providing digital banking with a human touch. For Standard Chartered, this meant delivering high channel availability, repeatability across markets, and clear integration with the contact center their clients commonly use to escalate issues. With a flexible, future-ready solution, they can cater to new channels\u2014even ones that haven\u2019t yet emerged. And they can also support more sophisticated technologies at their own pace to further enhance customer journeys and derive insights to guide more differentiated experiences.\nCloud and composability: the great equalizerWhile a composable solution, like Avaya OneCloud, offers plenty of benefits to a large company like Standard Chartered, it can also help smaller businesses looking to innovate and deliver more empathetic experiences. In fact, the powerful mix of cloud and composability can be a tremendous equalizer, offering access to the same capabilities that larger organizations enjoy with greater in-house expertise. With the ability to easily integrate powerful AI capabilities and data-driven automation into customer journeys, businesses of all sizes can create the differentiated, empathetic experiences that build engagement, loyalty, and positive emotions. \u00a0\nPut empathy into actionAre you ready to think beyond limiting technologies and create experiences that leave your customers feeling satisfied and grateful? With a future-ready CPaaS solution, you\u2019ll have what you need to drive more meaningful connections and relationships without having to rip and replace existing infrastructure.\nLearn more about the power of Avaya OneCloud CPaaS.