How is AI Reshaping CRM & Customer Data Stacks, & How Can Leaders Prove Investments Deliver Value?

In this roundtable, a panel of CX leaders from ServiceNow, Zendesk, Zoho, Freshworks, and Arion Research join CX Today's Nicole Willing to unpack the realities of modern CRM environments.

They explore how organisations are moving beyond basic platform selection. The focus is now on data quality, strict governance, and measurable ROI.

The discussion highlights the critical transition from passive systems of record to proactive systems of action. The panellists also address the human element of automation.