Customer experience professionals face countless balancing acts: do you focus on digital or in-person experiences? Employee experience or customer experience? Build out the contact center or move to self-service options? But perhaps the biggest question is this: Do you focus on long-term strategic vision or short-term customer service? Wendy Smith, author of BOTH/AND THINKING: Embracing Creative Tensions to Solve Your Toughest Problems, says the answer is in changing from an either/or approach to a both/and way of thinking. Instead of feeling you have to choose just one solution, you can embrace the creative tension of both ideas. Blake Morgan is a customer experience futurist, keynote speaker, and author of the bestselling book The Customer Of The Future.

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