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The article discusses the importance of providing a high-quality digital experience for customers and citizens in today’s connected world. It highlights the growing demand for digital channels, such as email, live chat, and AI chat, for resolving low-value enquiries. The use of Internet of Things (IoT) devices is also mentioned as a way for organisations to offer more effective and personalised services. Real-time data is emphasized as a key tool for organizations to proactively solve challenges and add a personal touch to interactions.