Agentic AI vs Generative AI: Why Businesses Need Autonomous AI Agents Now

Thought LeadershipAgentic AI vs Generative AI: Why Businesses Need Autonomous AI Agents Now

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The conversation around AI has shifted. The question is no longer “Can AI do this?”  but “How do we design AI systems that can think and act like an extension of my team?”  That’s where Agentic AI comes in: an emerging paradigm where AI isn’t just generating content but actively reasoning, deciding, and collaborating.

Agentic AI for Business: A Strategic Viewpoint

In conversations with business leaders, we often hear questions such as: What exactly is agentic AI? How is it different from generative AI? Where does it make sense in the enterprise? And how do we adopt it responsibly without overspending or increasing risk?

This article tackles those questions directly, offering clear definitions, real-world examples, and practical steps to help leaders understand whether agentic AI belongs in their roadmap today.

Agentic AI vs Generative AI – Understanding the Differences

When it comes to utilizing AI in the enterprise, understanding the difference between agentic AI vs. generative AI is extremely important. Generative AI focuses primarily on content creation using learned patterns from massive datasets. It generates human-like text, images, code, and audio or video. Generative AI is typically used in scenarios that involve summarization, ideation, creative writing, translation, and similar tasks.

Agentic AI, on the other hand, refers to autonomous, goal-driven software agents capable of perceiving, deciding, and acting within complex environments. These agents are not narrowly programmed to perform one-off tasks but are designed to pursue objectives, adapt to context, and learn over time. They engage with humans and systems proactively, often orchestrating workflows end-to-end without step-by-step instructions.

While Generative AI is about what to create, Agentic AI is about what to do. Generative AI may be one of the tools used within an Agentic AI system, for instance, to craft user responses or generate code. Still, it doesn’t have the autonomy or goal-oriented behavior of an agent.

Agentic AI for Business: A Strategic Viewpoint

Why Agentic AI is the Next Step Beyond Automation

Agentic AI represents a significant shift in how organizations leverage artificial intelligence, moving from simple automation to true autonomy. Unlike traditional rule-based bots, which follow predefined scripts and cannot adapt, AI agents are self-directed and capable of continuous learning and decision-making. They evolve over time, learning from data and managing their processes. This makes it far more dynamic and capable of tackling complex, changing environments. Automation is still a core part of the equation, but agentic AI offers autonomous, intelligent systems that can optimize and adapt without human intervention.

Here’s why agentic AI makes sense today:

1. Business Drivers

Organizations today are under pressure to move faster, do more with less, and respond in real time to shifting customer expectations. Static workflows and rule-based bots can no longer keep up. What’s needed are intelligent agents that can triage customer requests, resolve exceptions in ERP processes, analyze patterns in real-time data, or assist employees without human intervention.

Agentic AI provides that leap, from reactive systems to proactive digital actors that extend workforce capacity, boost operational agility, and enhance decision-making. For instance, an IT support company can use an agentic AI system to automatically resolve customer support tickets in real-time, reducing human intervention and improving response times, all while adapting to shifting customer needs.

2. Technological Readiness

Recent advancements in foundation models, memory-augmented architectures, fine-tuned agents, and multi-modal interaction have made deploying agentic systems in real-world scenarios feasible. Cloud-native platforms, low-code orchestration layers, and vector databases provide the necessary infrastructure to scale agents across enterprise functions.

This new-age tech mix is propelling the adoption of agentic AI for business. For instance, manufacturers can use an agentic AI system to automate inventory management, leveraging advanced LLMs and real-time data pipelines to predict stock levels and optimize supply chain decisions.

3. Cost and Scalability

Traditional automation models often hit a ceiling: they are costly to maintain and rigid to scale. Agentic AI flips that model. Once trained, agents can replicate, specialize, and evolve without reprogramming every rule or workflow. They scale horizontally across business units, adapt to new policies or markets, and reduce total cost of ownership through continuous self-improvement.

For instance, healthcare providers can implement agentic AI systems to automate patient intake, scheduling, and follow-up while adapting to varying patient volumes and regulations and reducing administrative costs.

Agentic AI for Business: A Strategic Viewpoint

How to Start Building an Agentic AI Strategy in Your Organization

Implementing agentic AI for business is not a project. It’s a shift in how we design work, systems, and value delivery. Here’s a strategic lens to approach it:

  1. Prioritize Business-first Use Cases: Don’t start with the tech. Start with areas where humans are stuck in repetitive, judgment-based tasks where latency or inconsistency hurts business outcomes. Think ticket triage, AP reconciliation, insurance disputes, inventory validation, and deal tracking. Use cases must be real, measurable, and grounded in business pain.
  2. Define Value Upfront: Is the goal faster resolution? Higher accuracy? Reduced cost-to-serve? Clear value alignment is critical to justify investment and design agent behavior and feedback loops around desired outcomes.
  3. Leverage the Right Tools: Agentic systems require more than just a chatbot interface or a task automation flow. They rely on orchestrated architecture, including memory, reasoning, feedback, and context-aware actions. Choosing the right toolsets, whether through open agents, fine-tuned LLMs, or composable platforms, will determine flexibility and speed of deployment.
  4. Prioritize Data Governance and Model Discipline: Agents rely on quality data, secure guardrails, and responsible design. From prompt engineering to model observability, from ethical guardrails to feedback tuning discipline in data and modeling is foundational.
  5. Orchestrate Human-AI Collaboration: Agents don’t replace people; they augment them. The real opportunity lies in designing systems where agents handle 70% of routine decisions, and humans focus on the 30% that require judgment, empathy, or creativity. This requires cultural readiness as much as technical design.
  6. Make Continuous Improvement the Norm: Agentic AI is not a set-and-forget initiative. Agents evolve, business needs shift, and data changes. Build a process that encourages testing, feedback, retraining, and iteration. Think in terms of systems that learn, not projects that end.
Agentic AI for Business: A Strategic Viewpoint

Proven Success: Where Agentic AI Systems Are Already Delivering

As we look across our customer base and broader experience, a few examples stand out where agentic AI is actively driving success. While there are thousands of use cases businesses can explore, here are some to consider:

  • Service Management
    • Ticket Triage Agent that analyzes incoming issues and auto-assigns them with context.
    • Service Desk Technician Agent that resolves Tier 1 tickets autonomously.
    • Customer Self-Service Support Agent for real-time resolution via chat.
    • Call Quality Assurance Agent to review transcripts and suggest coaching points.
  • Financial Operations
    • Accounts Payable Invoicing Agent extracting, matching, and processing vendor invoices.
    • Receipt Management Agent to validate expenses in ERP.
    • Insurance Dispute Resolution Agent assisting claims teams.
    • Inventory Count & Validation Agent identifying mismatches and recommending corrections.
  • Manufacturing and Distribution
    • IoT Data Monitoring Agent autonomously monitoring IoT sensor data, interpreting trends, and enabling proactive corrective actions before defects occur.
    • Supply Chain Optimization Agent predicting potential disruptions and recommending actions to streamline inventory and logistics.
  • Sales
    • Sales Proposal Generator Agent analyzing incoming customer emails, drafting tailored proposals, and scheduling follow-ups based on context and current market trends.
    • Dynamic Sales Interaction Optimizer monitoring market changes and customer behavior to automatically personalize email responses and interactions, enhancing engagement and conversion rates.
  • Specialized Agents
    • Private Equity Deal Lifecycle Management Agent tracking stages, risks, and communications.
    • Physician’s Assistant Agent supporting clinical workflows and documentation.

Best Practices for Leaders to Keep in Mind

If you’re starting or scaling your agentic AI for business journey, here are a few fundamentals:

  • Have the Right Data: Structured, clean, relevant data enables better reasoning and output.
  • Ensure Executive Sponsorship: Leadership buy-in accelerates prioritization and funding.
  • Choose the Right Use Case First: Pick one with clear ROI, strong data, and low complexity to build momentum.
  • Treat It as an Evolving System – Build in feedback loops, performance metrics, and learning frameworks.
  • Find the Right Partners: Whether internal or external, ensure you have experts in both AI and domain understanding.
  • Start Small, Think Big: A proof of concept is vital. But it must ladder into a vision for scale.

Final Thoughts

Despite $30–40 billion in enterprise investment into GenAI, 95% of organizations get zero returns. That’s a shocking statistic uncovered by MIT, indicating that just 5% of integrated AI pilots are extracting millions in value!

Those pilots stall or fail to deliver measurable impact without the right strategy, governance model, and operational alignment. The failure rate isn’t about the technology itself; it’s about execution. Success hinges on having the proper use cases, data foundation, and expertise to guide implementation and scale.

And that’s precisely where a partner like Synoptek makes the difference. We bring the technical know-how and the strategic lens to help businesses avoid becoming part of that 95% and instead, translate AI potential into real business value.

The key to success lies not in perfecting your agents from day one but in fostering the right mindset and systems that allow these agents to evolve and adapt over time. While agentic AI holds immense potential, it’s still in its early stages, which means business leaders must ask: What parts of our business could an intelligent agent handle more effectively, faster, or more consistently than a person?

Understanding the distinction between agentic AI and generative AI is essential, as is fostering a culture of innovation around AI. Look for areas where AI can amplify human potential, streamlining workflows, improving decision-making, or uncovering new opportunities. Embrace these agents not just as tools for automation, but as collaborative partners driving innovation. This isn’t about AI replacing jobs; it’s about rethinking work so humans and AI can complement each other at scale.

The companies leading with agentic AI see this not just as a tool upgrade but a fundamental change in how decisions are made and value is delivered. Success in this arena will depend on effectively managing risks, educating and training teams, and using AI to support the right decision-making processes.


MarTech Modernization Boosts Sign-ups by over 20% for a Natural Gas Provider

Case StudyMarTech Modernization Boosts Sign-ups by over 20% for a Natural Gas Provider

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The client needed to modernize its website and marketing technologies to deliver a seamless digital experience and keep pace with evolving customer expectations. The outdated system created challenges such as poor mobile conversions, clunky navigation, slow performance, and fragmented tools that hindered collaboration and personalization. To stay competitive, the client required a scalable, user-friendly platform that could enable faster sign-ups, improved engagement, and better alignment across marketing, IT, and customer service.

Synoptek implemented a comprehensive MarTech modernization program to create a future-ready digital platform. We conducted in-depth research and user analysis to define priorities, redesigned the site for streamlined navigation, and optimized product positioning to improve conversion. A Cross-Channel Marketing Hub was deployed for real-time insights, personalization, and advanced analytics, while updated branding and consistent messaging ensured a modern, customer-centric digital experience.

By modernizing the client’s MarTech stack and website experience, Synoptek enabled measurable improvements in customer engagement and digital performance:

  • 20%+ increase in sign-ups and improved conversion
  • 20% growth in paperless billing adoption
  • 10% increase in sustainability program participation
  • Modern, scalable MarTech foundation to support long-term digital growth
Digital Marketing Services Improve Campaign Efficiency and User Engagement for Natural Gas Provider

Case StudyDigital Marketing Services Improve Campaign Efficiency and User Engagement for Natural Gas Provider

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The client wanted to enhance the performance and reach of its monthly digital campaigns. With a diverse audience, it needed personalized, engaging digital experiences supported by a refreshed, scalable website. In addition, the client required ongoing updates, integration with enterprise systems, and the ability to adapt quickly to fast-moving market trends.

Synoptek’s digital experience team at Macquarium provided a flexible support model with a cross-functional team of designers, developers, analysts, and strategists. We managed the full campaign lifecycle—conception through launch—while collaborating with brand and media agencies to deliver multi-channel experiences. Continuous updates, faster turnarounds through a ticketing system, and on-demand expertise allowed the client to sustain a dynamic, high-performing digital presence.

Synoptek’s ability to seamlessly integrate strategy, execution, and optimization enabled faster campaign rollouts, higher user engagement, and stronger alignment between digital initiatives and business objectives.

  • Accelerated campaign timelines.
  • Improved user engagement.
  • Increased operational efficiency.
  • Fresh, relevant digital presence.
  • Better alignment.
  • Data-driven decisions.
7 Identity Access Management Strategies for Delivering Real Impact for CIOs and COOs

Blog7 Identity Access Management Strategies for Delivering Real Impact for CIOs and COOs

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In a world of porous perimeters, surge in cloud-first adoption, shifting regulatory requirements, and increasingly sophisticated cyber threats, Identity Access Management (IAM) is now a foundational business discipline, not just a technical necessity.

Weak or fragmented identity controls often result in operational disruption, costly compliance failures, or loss of market trust. Conversely, smart, adaptive IAM investments can unlock workforce agility, streamline cloud operations, and build lasting digital trust with customers and partners.

At the 2025 Gartner Identity and Access Management Summit, analysts emphasized that identity and access management is now treated as strategic infrastructure, particularly as machine and workload identities multiply.

Forward-thinking CIOs, CISOs, and COOs are reframing IAM as a critical business enabler that simultaneously drives security, regulatory readiness, operational efficiency, and user experience.

The following seven identity access management (IAM) strategies have proven essential for organizations striving to protect their digital assets and unlock new levels of productivity, agility, and trust.

1. Passwordless Authentication: Unlocking Productivity and Reducing Costs

Organizations can streamline access management by eliminating passwords while improving security and user satisfaction.

  • Reduces costly IT helpdesk tickets for password resets, freeing up valuable resources’ time
  • Accelerates onboarding for employees and customers
  • Decreases the attack surface by mitigating vulnerabilities

Executive Actions:

  • Deploy passwordless pilots using FIDO2, WebAuthn, biometric devices.
  • Build strategic roadmap: cross-functional coordination, device compatibility, and phased rollout.

2. Unified Identity & Privilege Management: Simplifying Risk and Audit

Integrating Identity and Access Management (IAM) with Privileged Access Management (PAM) reduces complexity and strengthens organizational oversight.

  • Minimizes insider threats by enforcing least privilege access across regular and privileged accounts
  • Streamlines compliance efforts and audit readiness by providing unified access, reporting, and controls
  • Eliminates redundancy and technical debt by consolidating identity management platforms
  • Enables rapid incident detection and response through enhanced visibility of privileged activity

Executive Actions:

  • Evaluate vendors offering integrated identity access management (IAM)/privileged access management (PAM) across cloud-first environments.
  • Decommission legacy silos and re-architect with convergence in mind for operational efficiency.

Synoptek - Reviewing Privileged Accounts w/ YouAttest

3. IAM as the Foundation for Zero Trust: Accelerating Cloud-First Initiatives

Adopting an identity-centric approach lays the groundwork for a Zero Trust security model that supports scalable, secure cloud adoption.

  • Limits lateral movement of threats within the network by continuously verifying user identities and access rights
  • Facilitates faster cloud migrations and M&A integrations with assured and consistent access controls
  • Ensures resilience and security across hybrid and remote workforce models without sacrificing agility
  • Supports business expansion without compromising the overall security posture

Executive Actions:

  • Re-cast identity strategy as Zero Trust control plane.
  • Adopt policies enforcing just-in-time and behavior-based access decisions.
Zero Trust Security: Intune for Unified Endpoint Management

4. AI & ML-Driven IAM: Proactive Risk Management and Efficiency

Leveraging artificial intelligence and machine learning empowers organizations to operate identity access management (IAM) more intelligently and effectively.

  • Automates anomaly detection and risk scoring to pre-empt potentially compromised accounts and credentials
  • Reduces manual workloads and operational costs associated with access reviews and provisioning
  • Enhances workforce productivity by streamlining onboarding and offboarding processes with predictive analytics
  • Supports transparent and explainable AI models that uphold compliance standards and reduce bias risks

Executive Actions:

  • Launch AI/ML pilots for behavioral monitoring and access-risk profiling.
  • Prioritize governance, bias mitigation, and explainability in AI models.

5. Modern Identity Governance: Enforcing Compliance and Limiting Access Creep

Robust governance frameworks are critical for managing access rights in complex, distributed environments.

  • Accelerates audit preparation and reduces compliance penalties through automated access certification
  • Controls excessive access permissions to minimize shadow IT and data exposure risks
  • Brings consistent governance practices to hybrid and remote workforces, ensuring policies are uniformly applied
  • Delivers real-time visibility into identity lifecycles and access trends to enable proactive risk mitigation

Executive Actions:

  • Deploy cloud-native Identity Governance and Administration (IGA) modules across SaaS, hybrid, and legacy systems.
  • Design Role-based Access Control (RBAC) and access certification workflows tied to business functions.

6. Decentralized Identity: Building Trust & Reducing Onboarding Friction

Decentralized identity solutions empower users with control over their identities while enhancing organizational security.

  • Builds customer trust through transparent, privacy-preserving identity verification methods
  • Cuts onboarding time and cost by enabling reusable, verifiable digital credentials across ecosystems
  • Facilitates seamless and secure interactions across multiple platforms, improving overall user experiences
  • Opens the door to innovative business models by adopting open standards and interoperable identity solutions

Executive Actions:

  • Pilot Decentralized Identifier (DID) and verifiable credential frameworks in external-facing use cases.
  • Monitor global interoperability efforts and standards led by digital identity aggregators.

7. Regulatory & Compliance Optimization: Strengthening Business Resilience

An advanced IAM framework ensures organizations remain agile and compliant within a shifting regulatory landscape.

  • Streamlines compliance reporting and audit processes via automation, reducing manual effort and error
  • Enables confident entry into new markets and sectors governed by strict data protection regulations
  • Provides executive leadership with real-time audit trails and compliance metrics for informed decision-making
  • Mitigates operational disruptions and potential fines tied to identity-related compliance failures

Executive Actions:

  • Link IAM metrics to compliance KPIs (e.g., certification completion times, orphaned account resolutions).
  • Invest in automated reporting and real-time dashboards to support audit readiness.

Strategic Recommendations for Leadership

Recommendation Why It Matters Executive Focus
Conduct IAM maturity assessments. Identify gaps in identity fabric and governance Use as a baseline for roadmap planning
Invest in modular, cloud-optimized IAM platforms. Supports scalability and business growth Evaluate vendors that suit the exact business need
Align security, compliance & operations Ensures IAM policies don’t hinder business operations Cross-functional steering committee involvement
Build an identity-first culture. Reduces resistance to IAM program adoption Executive sponsorship, training, and consistent messaging

Conclusion

As the complexities of cloud optimization, distributed workforces, and evolving regulatory landscapes deepen, Identity and Access Management becomes more than just a security checkbox. Organizations should consider it a strategic enabler that drives business resilience, operational agility, and trusted digital experiences.

Leaders can reduce risk and streamline operations by adopting the seven IAM strategies outlined, which range from passwordless authentication to regulatory optimization. These approaches empower enterprises to securely accelerate cloud initiatives, enhance customer trust, and maintain compliance amidst rapid change.

Mastering this balance is essential for CIOs, CISOs, and COOs. Investing in future-ready, integrated IAM solutions is no longer optional but will sharpen your competitive edge.

Why moving to a Digital Experience Platform (DXP) can increase customer engagement and sales

Thought LeadershipWhy Moving to a Digital Experience Platform (DXP) Can Increase Customer Engagement and Sales

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For most industries, your customers demand that you deliver a modern customer experience, but for many mid-market organizations, their content management system (CMS) has become the primary barrier to delivering a cohesive customer experience.

Adding advanced capabilities such as automation, analytics, and personalization often means bolting on plugins, maintaining fragile integrations, and relying on multiple vendors. It also burdens small teams with complex training and support needs.

Outdated or traditional CMS platforms that are exclusively focused on content tend to create security gaps, slow operations, and prevent teams from orchestrating seamless digital customer engagement journeys.

These limitations are not purely technical. They are also operational, data-related, and organizational, representing a strategic failure to deliver on customer expectations at a time when digital customer experience is a critical driver of competitive advantage.

The Inspiration, Technology, and Skills Gap

Across the mid-market, two clear organizational profiles typically emerge.

One segment treats the website as a static deliverable: “I built my website and I’m done.” Such organizations fall into the trap of short-term thinking. Moving beyond this perception is essential.

The second segment recognizes the need to do more digitally but struggles with limited tools, small marketing teams, and legacy technology that cannot deliver the experiences customers now expect.

This group faces fundamental barriers:

  • Security vulnerabilities from unvetted third-party plugins
  • Operational complexity stemming from disconnected systems
  • Missing capabilities beyond content management, such as:
    • Personalized email and SMS delivery
    • Dynamic page personalization based on behavior or segments
    • Integrated customer behavior tracking and analytics
    • Automated campaign workflows across multiple channels
  • Difficulty in scaling as business needs grow

Legacy CMS platforms cannot support these requirements without relying on external tools, making the current MarTech stack fragmented and unfit for purpose.

These challenges typically reveal themselves in specific business triggers:

  • New leadership recognizes a need to modernize
  • Legacy CMS platforms, like WordPress, create operational drag
  • Sales teams lose leads (and deals) to more digitally savvy competitors
  • Customers explicitly cite poor digital experiences as a reason to churn

For organizations wanting to address these triggers, it requires more than patching old systems. It demands new skills, new technology, and a fundamental shift in mindset: from treating the website as an isolated asset to recognizing it as the cornerstone of customer engagement.

Why the Shift to Digital Experience Platform is Strategic, Not Technical

Modern customer journeys span four critical domains:

  • Content
  • Commerce
  • Marketing
  • Data

A Digital Experience Platform changes the equation. It unifies these domains in a single, integrated system:

  • All-in-one tool: Simplifies training and certification, reducing reliance on IT.
  • Breaks down silos: Eliminates the need to juggle multiple platforms for a single customer experience.
  • Empowers marketers: Shifts control from IT to marketing teams.

Such integration is a strategic necessity for organizations seeking to break down silos and deliver consistent, connected experiences across every customer touchpoint.

How Xperience by Kentico Aligns with Mid-Market Needs

Xperience by Kentico offers a Digital Experience Platform designed with mid-market realities in mind.

Kentico’s approach includes:

  • Cloud-native architecture: Delivers speed, scalability, and efficiency.
  • AI-enhanced personalization: Enables smarter engagement by using customer data and behavior to deliver relevant, tailored experiences.
  • Workflow automation: Reduces manual effort, streamlines campaign execution, and improves marketing productivity.
  • Seamless marketing integration: Gives built-in support for multi-site, multi-brand, and multi-language experiences.
  • Fast implementation, faster results: Accelerates time to value.
  • Integration with Microsoft Dynamics: Facilitates seamless data flow for connected customer experiences.

While enterprise-focused solutions often cost twice to four times as much, Kentico delivers a broad set of capabilities at a transparent, predictable price point.

Features include email marketing, landing pages, forms, and content reuse across web, mobile, digital signage, and microsites—all in one place. As one client conversation highlighted: “You’re not paying for endless add-ons. You get a lot of capability for a good deal.”

digital experience platform

Additionally, Kentico’s integrations with systems like Microsoft Dynamics ensure customer data can flow seamlessly between CRM and digital channels, supporting sophisticated personalization strategies without the typical integration burden.

The Strategic Value: Accelerating Customer Engagement and Sales

Adopting a Digital Experience Platform (DXP) offers measurable business benefits.

Unified Data and Personalization

An integrated data layer enables real-time, AI-powered personalization, turning every interaction into an opportunity to strengthen customer relationships and drive conversions.

Operational Agility

Disconnected tools and manual processes give way to streamlined workflows. Marketing teams gain direct control over execution, reducing IT bottlenecks and enabling faster innovation.

Security and Trust

Plugin-heavy CMS architectures introduce significant risk. A DXP offers enterprise-grade security and compliance by design, reinforcing customer trust.

Revenue Impact

Better personalization, greater operational efficiency, and improved customer satisfaction translate directly into higher conversion rates, stronger retention, and increased customer lifetime value.

Moving from content management to experience management and treating that shift as a boardroom-level priority is critical.

The Leadership Mandate: Transformation Requires Action

Incremental improvements are no longer sufficient in an environment where competitors continually raise the bar for digital engagement.

Marketing leaders face a clear mandate: move beyond a patchwork of disconnected tools and champion the adoption of unified platforms that enable their teams to deliver seamless, impactful customer journeys.

Transformation is not about adding more tools. It is about rethinking how digital engagement is planned, executed, and measured.

Investing in a modern digital experience platform (DXP) is a strategic commitment to delivering modern, connected, customer-centric experiences.

Transformation demands action. The time to move forward is now.

Ready to discover what a DXP can do for your organization? Start the conversation today.


Transform Microsoft Dynamics 365 ERP Data to Intelligent Insights with Microsoft Fabric

Thought LeadershipTransform Microsoft Dynamics 365 ERP Data to Intelligent Insights with Microsoft Fabric

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Gut instinct is no longer a competitive strategy. While executives chase agility and precision, many overlook a powerful asset hiding in plain sight: the operational data inside their Microsoft Dynamics 365 ERP system. Every invoice, transaction, and customer interaction contains signals that could drive smarter decisions; yet most organizations treat this data as exhaust, not fuel.

Imagine if your data wasn’t just a record of the past, but a real-time driver of what happens next.

Microsoft Fabric simplifies how organizations manage and work with data. It combines data integration, transformation, and governance tools in one place. When used alongside Microsoft Dynamics 365 ERP, it can help organizations use their operational data better by enabling more timely analysis and insights, including using AI where appropriate.

Let’s explore how this transformation plays out in the real world through practical examples of how organizations use these tools to outpace their competition.

Microsoft Dynamics 365 Buyer’s Guide

Turning Dynamics 365 Data into Insights with Microsoft Fabric

Every transaction, customer interaction, invoice, and process inside Microsoft Dynamics 365 ERP generates valuable data. But having data doesn’t automatically mean you’re gaining insight from it. Too often, this data is left sitting in silos, disconnected from decisions.

Unlocking value means rethinking how you treat Dynamics 365: not just as a system of record, but as a strategic asset for decision-making.

Microsoft Fabric delivers a fully integrated data platform that combines every piece of the Microsoft analytics ecosystem into a single SaaS experience.

Turning Dynamics 365 Data into Insights with Microsoft Fabric

Source: Microsoft

With its built-in data lake, Microsoft Fabric breaks down silos and seamlessly integrates data from every Microsoft Dynamics 365 process. Here’s what makes Microsoft Fabric unique:

End-to-End Data Engineering Workflow

Traditional data pipelines often involve multiple teams and tools, leading to delays, duplication, and errors. Microsoft Fabric simplifies this by enabling a complete end-to-end data engineering workflow, from ingestion to visualization.

  • Data ingestion from Dynamics 365, APIs, databases, and external services, ensuring comprehensive and timely data collection
  • Transformation tools like Dataflows Gen2 and Spark notebooks, enabling flexible, scalable data preparation and enrichment
  • Centralized storage via OneLake, providing unified data access, seamless collaboration, and effortless reuse across teams
  • Semantic modeling and metadata management within Power BI, creating a consistent, business-friendly layer for accurate data-driven insights
  • Interactive visualizations and advanced analytics all within one platform, empowering users to explore and act on data effortlessly
End-to-End Data Engineering Workflow

Built-in AI that Accelerates Data-driven Insights

With Microsoft Fabric, AI is embedded directly into the experience, helping users uncover data-driven insights faster and with less manual effort. It’s not just about reporting anymore; it’s about thinking with your data.

  • Copilot in Power BI offers natural language summaries, visualizations, and explanations for more accurate decision-making.
  • Smart transformation suggestions based on data profiling help automate and optimize data preparation steps
  • ML model integration enables predictive analytics directly within your workflows, driving proactive decision-making
  • Generative AI accelerates data preparation, documentation, and dashboard creation, reducing manual effort and speeding time to insight

Governance and Security by Design

As Microsoft Dynamics 365 ERP data becomes more accessible to users, Microsoft Fabric addresses key governance, privacy, and compliance concerns. With Microsoft’s cloud security stack and Purview integration, teams get visibility and control at scale.

Fabric’s governance features include:

  • Data lineage and cataloging through Microsoft Purview
  • Fine-grained access control, supporting zero-trust architectures
  • Compliance with global standards, such as GDPR, HIPAA, and ISO
  • Audit trails and activity monitoring, ensuring accountability across roles

Real-World Use Cases

Case study 1

Business Need

A leading industrial contractor operating across the U.S. in chemical, power, and automotive sectors faced significant challenges with its legacy on-premises data systems. With complex construction and maintenance projects running across regions, data volume and complexity grew rapidly. However, fragmented systems, manual reporting, and high infrastructure costs made generating timely, actionable data-driven insights difficult. Executives lacked visibility into key metrics such as labor productivity, cost overruns, and project performance, limiting their ability to make data-driven decisions at scale.

Solution

The contractor implemented a cloud-native, scalable platform built on Microsoft Fabric to modernize its data ecosystem. This end-to-end solution unified data from systems like Dynamics 365 F&O, Viewpoint, and Procore into a single, governed Lakehouse architecture. Microsoft Fabric’s Data Pipelines, Delta Lake tables, and semantic modeling capabilities enabled complex datasets’ ingestion, refinement, and presentation for real-time reporting. Through Power BI dashboards and a layered medallion architecture, the solution delivered clean, trusted data across finance, HR, operations, and safety, empowering both corporate and field teams with on-demand data-driven insights.

Benefits

The Microsoft Fabric–powered transformation delivered immediate and long-term value.

  • Reporting speed improved by 70%, reducing project status cycles from days to minutes.
  • Business users gained access to secure, self-service analytics, while IT overhead dropped due to automation and centralized governance.
  • The contractor eliminated legacy system costs, strengthened compliance, and created a future-ready foundation for AI-driven forecasting and analytics.
  • With a unified, scalable platform, the organization can make faster, smarter decisions across every job site.

Case Study 2

Business Need

A leading building materials manufacturer, known for its innovative insulation and roofing products, was constrained by a legacy on-premises data mart. The system was costly to maintain, couldn’t scale with growing data volumes, and relied heavily on manual processes for reporting and analytics. With data coming from diverse sources like Microsoft Dynamics 365 ERP, SAP HANA, and custom systems, the company needed a modern, cloud-native platform to improve operational efficiency, reduce IT overhead, and enable real-time decision-making.

Solution

The manufacturer implemented a scalable solution using Microsoft Fabric to modernize its data platform. The project followed a phased approach, covering discovery, planning, and execution to ensure a smooth transition without disrupting operations. Key components included a metadata-driven data pipeline architecture, centralized lakehouse storage, modular ETL design, real-time data processing, and CI/CD integration through Azure DevOps. Fabric’s flexibility enabled seamless integration with existing systems while supporting near real-time analytics across business domains.

Benefits

The new platform significantly improved data operations. The company reduced infrastructure and third-party tool costs by migrating to Microsoft Fabric’s pay-as-you-go model and direct integrations. Data pipelines became faster and more reliable with built-in auditing and error handling. Reporting cycles accelerated, enabling access to real-time data-driven insights from sources like Microsoft Dynamics 365 ERP and SAP HANA. With a unified, cloud-based data foundation, the manufacturer now supports faster, more accurate analytics while ensuring long-term scalability and readiness for AI-driven use cases.

Challenges in Implementation

While Microsoft Fabric’s promise is compelling, implementing it is not without challenges.

  • Breaking down data silos and aligning stakeholders on shared goals
  • Upskilling teams to work with new tools like Spark or Fabric Notebooks
  • Revisiting data governance frameworks to support increased access and AI usage
  • Managing change resistance, especially in decentralized organizations

Overcoming these challenges requires more than just technology; it demands strategy, alignment, and the right expertise. Working with a trusted Microsoft partner can make all the difference. A knowledgeable partner brings real-world experience, accelerates onboarding, and helps you design scalable, secure, and value-driven Fabric implementations.

From building the first data pipelines to establishing governance best practices and training your teams, the right partner turns a complex transformation into a manageable and measurable journey.

Preparing your Data for Future AI Use Cases

AI is only as good as the data it learns from. For Dynamics 365 customers, preparing now ensures that your organization can take full advantage of AI innovations as they mature. Microsoft Fabric makes this preparation natural by standardizing data models through semantic layers in Power BI, making business data consistent and AI-ready.

By unifying tools, people, and data under one platform, Fabric delivers data-driven insights, stronger collaboration between business and IT, and the flexibility to scale with evolving needs. Organizations that embrace this shift will improve operational efficiency, experience higher ROI, and unlock new opportunities for innovation and growth.


About the Author

Hiren Kapadia

Hiren Kapadia

Director – Business Intelligence

Hiren Kapadia is Director – Business Intelligence at Synoptek, with two decades of extensive experience in the Software Development Life Cycle (SDLC). Throughout this journey, Hiren has been deeply involved in numerous Data Warehousing and ETL projects, utilizing a spectrum of technologies including various database platforms, MSBI, Data Factory, Pentaho, QlikView, Power BI, Tableau, and Azure cloud-based solutions. His core responsibilities encompass many pivotal tasks such as database modeling and design, metadata management, database coding, establishing data warehouses, and crafting insightful visualizations.

On-demand WebinarDeliver More, Spend Less: Building Future-ready Logistics Through Strategic IT Investment

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The transportation and logistics industry is being redefined by economic pressures, digital disruption, the commoditization of shipping rates, and relentless competition. Freight rates have plummeted for over two years, profit margins are evaporating, and tech debt from legacy systems is growing heavier by the day.

The industry struggles with fragmented IT, poor visibility, and skyrocketing operational costs. Those who fail to act risk falling further behind, losing customers, market share, and operational control.

Hear Synoptek’s transportation & logistics tech strategy experts for a session exploring how strategic IT spending, not cost-cutting for its own sake, leads to sustained business savings, agility, and logistics excellence.

In this webinar, Bo Bray, Director of Transportation & Logistics Business Unit at Synoptek, Manan Thakkar, Consulting Director of Transportation & Logistics Business Unit at Synoptek, and Mary O’Connell, Author & Industry Expert at FreightWaves, is joined by featured speaker Miles English, Chief Digital Officer at beon (Transportation Insight / Nolan Transportation Group).

See the complete agenda for a detailed look at the discussions, strategies, and real-world insights you’ll gain:

  • Current market conditions impacting logistics IT spend
  • Key IT challenges transportation leaders must overcome
  • Strategic IT spending vs Traditional IT Budgeting
  • The cost of inaction
  • Methodologies for immediate cost savings
  • The power of platforms: Microsoft ecosystem, AI & Managed Services in action
  • Real-world success stories with tangible business and financial benefits
11 Digital Customer Experience Trends to Drive Advocacy, Retention, and ROI

Blog11 Digital Customer Experience Trends to Drive Advocacy, Retention, and ROI

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If you’re in marketing, product, customer success, or operations, you’re already feeling the pressure to elevate digital experiences. Customers expect more — not just polish or convenience, but personalization, empathy, and instant gratification across every touchpoint.

Ask yourself: when was the last time someone raved about your brand to a friend?

Not because of a successful paid campaign, but because of a deeply human, share-worthy experience.

In our recent webinar — “The ROI of CX: 11 Digital Experience Trends to Boost Growth & Retention” — experts Mark Emery, Brett Sharp, and Will Payman unpacked what investing in modern customer experience means.

They made a compelling case for why CX is no longer frosting on the cake — it is the cake. It’s your strategy, your differentiator, and your best bet at retaining loyal customers in a competitive, tech-driven market.

11 Digital Customer Experience Trends to Drive Advocacy, Retention, and ROI

Ready to See These Trends in Action?

Watch the full webinar on-demand to hear real-world stories, expert strategies, and examples from Peloton, Slack, Chewy, Grainger, and more.

As Mark Emery and Brett Sharp explained, CX should shape every ingredient — from tech and data management to employee training and product delivery.

This isn’t nice-to-have fluff. It’s your business strategy. And it pays off:

  • Companies that invest in CX outperform competitors by 80% (Forrester)
  • Data-driven orgs are 23x more likely to acquire customers and 7x more likely to retain them (Forbes)
  • 85% of customer interactions this year will occur without humans — and customers still expect to be wowed (PWC)

“Your stories are already being told. Your CX defines which ones.”

Why Customer Experience (CX) Is Everything

CX isn’t just about solving problems. It’s about designing share-worthy moments that earn trust, advocacy, and repeat business.

Consider this:

  • 26% of all purchases come from word of mouth (Gartner)
  • 68% of people trust peers over ads (especially if they “seem like them”) (Gartner)
  • 76% believe brands lie in their advertising (Branding Strategy Insider)

Advocates — your most loyal fans — share stories 40,000+ times a year and have 2x as many brand conversations. Compared to the average customer, they’re 3x more likely to share a memorable experience.  (**compiled from McKinsey & Co, KellerFey Group, Harvard Business School reports).

So give them stories worth sharing. That means creating experiences that are:

  1. Authentic
  2. Interesting
  3. Relevant

Key Insights from Our Experts

Our speakers didn’t just share trends—they broke down the how behind real transformation:

Will Payman: Product and Data-Driven CX

  • Define the Future State: Most companies optimize the experience they have, not the one they need. Will emphasized designing customer journeys intentionally, starting with vision, not patchwork fixes.
  • Modernize with Purpose: It’s not about having more tech—it’s about aligning tools with experience goals. Will highlighted Delta’s app overhaul and how converging siloed systems can unlock loyalty and trust.
  • Data as a Differentiator: If your data is scattered, your CX will be too. Will advocated for customer data platforms (CDPs) and personalization engines that let mid-sized orgs compete with giants like Spotify or Amazon.

“Without clean, centralized data, personalization and AI are just buzzwords,” Will said.

Mark Emery stressed that CX is a business strategy, not a service layer—advocates aren’t built with ads, but with story-worthy experiences.

Brett Sharp emphasized the need for operational alignment, centralized feedback loops, and actionable KPIs that tie customer behavior to business impact.


11 Trends Defining High-Impact CX Today

Here’s the breakdown from the webinar — a practical playbook to guide your existing CX strategy and beyond:

1. Employee Experience as a CX Differentiator

Empower your frontline staff with empathy and autonomy to deliver moments that matter. It’s what turned Chewy into a beloved brand — not slick marketing, but handwritten cards and heartfelt service.

2. Qualified Insight as Strategic Fuel

Turn your most loyal customers into a source of innovation. Real stories, real preferences, real-time feedback — these inform initiatives with more relevance and substantial ROI.

3. Engaging Feedback Loops

Slack boosted adoption by 25% by closing the loop on product feedback — showing users they were heard and proving it with each new feature. Feedback systems only work when they’re heard, acted on, and reported back.

4. Analytics to Action

Data is only as powerful as the decisions it fuels. Translate insights into direct interventions in product, marketing, and support to drive measurable results.

5. Design Future-State Experiences

Peloton redefined their trajectory by starting with a blank slate — imagining what the experience should be, not just fixing what was broken. Don’t wait for pain to force innovation.

6. Experience-led Tech Modernization

Legacy tech is a silent CX killer. Take a hard look at your stack — if it’s not integrated, scalable, and user-friendly, it’s not serving your customers (or your teams).

6. Smarter Self-Service

Context-aware, conversational bots (like Zendesk’s Answer Bot) solve issues quickly and naturally — reducing support tickets by 25% while improving satisfaction.

7. Human First AI

AI should feel helpful, not robotic. At Sephora, AI-powered virtual try-ons increased conversions 10X — not because of the tech itself, but because it made customers feel seen, heard, and helped.

9. Personalize with Intent

Use behavioral and purchase data to deliver real relevance — give value, not volume. Spotify Wrapped isn’t just fun — it’s sticky, personal, and shared like crazy.

10. Unified Experience Integrations

Customers don’t think about channels. They want frictionless, consistent experiences no matter where or how they interact. Starbucks’ mobile ordering is a masterclass in making transactions easy and addictive.

11. CX as Strategic Growth Engine

CX must sit inside your strategic planning, not adjacent to it. Whether you’re mapping roadmaps, allocating resources, or measuring impact, CX should influence how your business moves forward.


Where Do You Stand? Try the CX Readiness Assessment

One of the most popular parts of the webinar wasn’t just the trends—it was the CX Readiness Assessment offered live to participants.

What it is: A fast, 7-question self-assessment led by one of our CX experts

What you get:

  • A personalized roadmap for next steps
  • Benchmarking against industry peers
  • Clarity on blind spots and quick wins

Why it matters: Most teams think they’re customer-focused—until they see the gaps between insight, action, and actual outcomes.

No pitch. Just a strategy session.

Book your complimentary CX Readiness Assessment here →


Measuring What Matters: CX ROI Metrics That Count

Your experience efforts need to tie directly to growth, retention, and advocacy. Some of the most effective metrics include:

  • Customer Lifetime Value (CLV)
  • Revenue per customer
  • Churn rate / Retention rate
  • Cost to serve
  • Feature adoption & engagement
  • Referral rates / Social sentiment
  • Net Promoter Score (NPS) (with context, not in isolation)

To Create the Stories That Get Shared: Where Do You Start?

The goal of CX is simple: remind your advocates to tell your story. That only happens when you create moments worth talking about — at scale, across channels, and powered by empathy and insight.

These principles can be applied today in your product roadmap, marketing plan, or support workflows.

If these 11 trends feel like a lot, don’t worry. Our speakers shared these areas as critical first steps:

  • Centralize customer data — without it, orchestration and personalization are impossible
  • Prioritize team collaboration — no silos between product, support, marketing, and ops
  • Start crafting your future-state vision — design the experience you want to deliver, not just fix the old one
  • Run a CX readiness assessment — know where your blind spots and most significant opportunities are

Ready to dig deeper into how leading organizations are doing it?

Beyond Built-In Copilots: How Custom AI Solutions Drive Business Transformation

BlogBeyond Built-In Copilots: How Custom AI Solutions Drive Business Transformation

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AI isn’t the future anymore; it’s the present in the modern workplace. According to a report by McKinsey, 3x more employees are using GenAI for a third or more of their work.

Businesses still relying on traditional tools are already falling behind in productivity, efficiency, and insight. The solution? Seamless AI integration that enhances your existing tech stack – without the need for a full overhaul.

Whether you’re using Microsoft Dynamics 365 ERP, Salesforce, ServiceNow, or proprietary platforms, AI integration can bridge the gap between stagnation and transformation. Built-in AI copilots are a start, but they’re built for general use. Complex data, unique workflows, and industry-specific challenges demand custom AI solutions that adapt to your business, not the other way around.

Read on to uncover how custom AI services can elevate your business beyond what’s possible with off-the-shelf solutions.

Why AI Integration Matters More Than Ever

AI integration is no longer a luxury; it’s necessary to transform how companies process data, make decisions, and deliver services. AI in Dynamics 365 ERP, Salesforce, and ServiceNow can:

  • Enhance data-driven decision-making by identifying trends and providing actionable insights.
  • Automate repetitive tasks, such as customer follow-ups, service ticket categorization, and report generation.
  • Optimize workflows by eliminating inefficiencies and reducing manual intervention.

However, AI integration into existing infrastructure isn’t always straightforward. Legacy systems, data silos, and compatibility issues often pose significant challenges. Businesses need strategic AI integration services that align with their specific tech architecture and business goals.

What Built-in AI Copilots Offer

Many popular platforms now have built-in AI Copilots to simplify integration and accelerate productivity.

  • Microsoft Fabric Copilot is a powerful assistant for data engineers, automating data preparation, code generation, and integration tasks, reducing time-to-insight and streamlining the AI pipeline.
  • Dynamics 365 Copilot enhances CRM and ERP functionalities by offering customer insights, predictive analytics, and personalized marketing suggestions, all within the Dynamics interface.
  • Power BI Copilot makes data visualization and reporting accessible to non-technical users. It automatically generates dashboards, provides AI-powered recommendations, and surfaces hidden trends in your business data.

But here’s the catch: Off-the-shelf AI copilots can’t handle complex, cross-platform, or industry-specific use cases.

Evaluating the Need for Custom AI

Out-of-the-box AI copilots offer quick wins but may fail to meet complex or industry-specific needs. Custom AI solutions provide more targeted value for businesses with unique requirements. They provide flexibility, precision, and scale, and a tailored approach by:

  • Learning from business-specific data to provide more accurate, context-aware insights.
  • Delivering predictive analytics on customer behavior, market trends, or internal inefficiencies.
  • Automating complex decision-making, such as interpreting support tickets, recommending actions, or generating real-time business reports.

Examples include:

  • Custom AI in Salesforce recommends next-best actions for sales teams or automates follow-ups based on CRM behavior patterns.
  • In Microsoft Dynamics 365 ERP, custom AI enables intelligent inventory forecasting tailored to sales cycles and product demand.
  • Custom AI models in ServiceNow triage IT tickets or suggest resolutions based on past incidents and system behavior.

Integrating Custom AI into your Tech Stack

To effectively bring AI into your tech ecosystem, there are two proven approaches:

  1. API-based integration: Custom AI models can be deployed via APIs to extend the capabilities of platforms like Salesforce, Dynamics, and ServiceNow. This enables:
    • Personalized automation workflows
    • AI-enhanced reporting
    • Seamless communication between systems
  2. Embedding AI into in-house tools: For businesses that rely heavily on proprietary systems, embedding AI into custom applications offers the ultimate flexibility. Every day use cases include:
    • Chatbots that offer 24/7 support
    • Predictive maintenance alerts in manufacturing
    • Automated financial data reconciliation
Scaling AI Use Across Users

Key Considerations for Successful AI Integration

Before diving into AI integration, businesses must address several foundational elements:

  • Data Privacy and Security: Ensure AI models comply with relevant data regulations (GDPR, HIPAA, etc.) and protect sensitive business information.
  • Continuous Monitoring and Improvement: AI models must be evaluated and retrained regularly to stay relevant and accurate.
  • User Training and Adoption: Even the most innovative AI tools can be underutilized without proper training. Equip your teams to work confidently with AI features.

Custom AI: A Real-world Use Case

An IT services provider struggled with poor call quality, agent performance, and service protocol adherence, significantly impacting client satisfaction and retention. It sought to implement a custom AI copilot that could generate personalized responses using the existing knowledge base, improving the efficiency of handling inquiries and ensuring timely, accurate responses within the required service level agreements (SLAs).

Synoptek built a custom AI copilot that resulted in:

  • A 25-second reduction in average response  per inquiry.
  • A 75% success rate in managing client inquiries.
  • Reduced the average number of prompts needed per inquiry to 1.3.

Custom AI Integration: Ready for the Next Level?

Building a culture of AI innovation and integrating AI into your current tech stack doesn’t require a rebuild; it requires the right strategy. Built-in tools like Microsoft Copilot and Power BI are great starters, but custom AI integration services deliver the precision and power your business truly needs.

Whether scaling sales, automating customer service, or uncovering predictive insights, custom AI integration is your competitive edge. Get the agility and depth needed for more complex or industry-specific use cases. Enjoy intelligence at scale and witness faster results in efficiency, innovation, and customer experience.

Want to unlock smarter workflows and faster decision-making


About the Author

Anish Purohit

Anish Purohit

Data Science Manager

Anish Purohit is a certified Azure Data Science Associate with over 11 years of industry experience. With a strong analytical mindset, Anish excels in architecting, designing, and deploying data products using a combination of statistics and technologies. He is proficient in AL/ML/DL. He has extensive knowledge of automation, having built and deployed solutions on Microsoft Azure and AWS and led and mentored teams of data engineers and scientists.

The ROI Playbook: 11 Trends in Digital CX to Boost Growth and Retention

On-demand WebinarThe ROI Playbook: 11 Trends in Digital CX to Boost Growth and Retention

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You’ve invested in cutting-edge technology and crafted robust marketing strategies, but something’s still missing—your customers aren’t as engaged as you’d hoped. You’re not alone. Many mid-market leaders face the same struggle: fragmented data, disconnected digital experiences, and a feeling that their tech stack isn’t delivering on its promise.

It’s not just about having the right tools; it’s about using them to craft seamless, data-driven experiences that drive loyalty and revenue. Companies that prioritize Customer Experience (CX) outperform competitors by 80% (Forrester), proving that effective customer engagement directly impacts business success. As 85% of customer interactions are expected to happen without human intervention this year, it’s time to rethink how you’re leveraging CX.

This fast-paced webinar will walk you through 11 industry-shaping CX trends and how to act on them using your existing tech stack without a full overhaul.

Why Watch

Stream this webinar to explore how CX-centric strategies and technologies (including your Marketing Tech Stack) can drive revenue, increase customer loyalty, and improve customer retention. Our experts will share actionable tactics to help you leverage your current tech stack for better customer outcomes.

Agenda:

  • The 11 Most Impactful Trends Redefining Digital CX In 2025
  • What is Digital Experience Optimization, and How to Scale it
  • How to Overcome the “Digital Death Loop”
  • The Opportunity Cost of Ignoring CX
  • Methodologies for a Successful CX Framework to Accelerate Revenue and Retention
  • Proven Strategies to Drive High Martech ROI with Customer Satisfaction
  • Real-world Examples of Integrating CX Into Tech Decisions for Growth
  • Q&A with our Experts

Who should watch: Marketers, CX leaders, Product Owners, Customer Success Leaders, Operations Managers, Service Innovators