Contextual Messaging is the New CX Gold Standard, MMDSmart Explains

Are your customers getting joined-up conversations, or are they starting from scratch every time they contact your business?In this CX Today interview, Nicole Willing speaks with Karen Krivaa, Chief Marketing Officer at MMDSmart, about why so many businesses are still struggling to turn omnichannel ambition into real execution.Krivaa explains why fragmented systems, disconnected customer data, and poorly integrated messaging tools are holding organizations back. Findings from MMDSmart’s survey of more than 300 marketing and operations leaders emphasize the gap between the 99 percent of leaders who see omnichannel communication as a strategic priority and the 43 percent of organizations that have expanded beyond basic email and SMS.The conversation explores why customer context is becoming one of the most valuable assets in modern customer communications, how channels like WhatsApp and RCS can move businesses from basic messaging to richer conversations, and why success should be measured through business growth, return on investment, and customer experience, not just delivery rates.Watch the full interview to learn how CX leaders can close the omnichannel gap, reduce customer friction, and build more connected, context-driven communications.