The most important thing for a company is dealing with customers and their experiences. Companies need to be more customer centric and must have a modern approach towards creating a global customer experience across all channels. There are three things which marketers can do to ensure modernization: utilize cloud technology, leverage customer data effectively and make language and culture a priority. Cloud technology enables organizations to optimize multi-channel customer experiences from any device, understand brand health and product perception in real-time and is easy to implement and also improves ROI. Organizations can predict buying pattern by understanding and analyzing customer data. To know more, follow Paige O'Neill (Chief Marketing Officer at SDL)’s article link at: http://digitalmarketingmagazine.co.uk/customer-experience/three-steps-for-modernising-enterprise-customer-experience/1696