Can you over-invest in CX? Vikas Bhambri, SVP, Sales & CX at Kustomer, doesn’t think so. Throwing money at CX isn’t the solution, though. Vikas is frustrated that we’ve invested so many resources in technology that should enable incredible CX, yet we neglect the basics of serving customers well. Vikas reminds us of the importance of contextualized data in CX. When used correctly, we can understand our customers and provide them with the help they need to avoid obvious mistakes. Data can help us predict and prevent churn as well. When we look at our customers’ context, we can identify touchpoints that may lead to churn and take action against it. Listen to this episode to hear Vikas’ punchy and practical advice to help refresh your CX.