X4 London took place on 17th June!

This was a big get-together, with thousands of attendees hosted at Tobacco Dock, a very cook venue.

The main takeaway? If you're not on top of what your customers and your own people are thinking and feeling, you're going to get left behind!

The big buzz was all around Artificial Intelligence and specifically, Qualtrics "Experience Agents" - Think of them as smart digital helpers that can have a proper chat with customers and staff, getting a real handle on what people are saying, and then sort things out on the spot. It's a move away from just collecting feedback that might not get read into taking action, quickly.

It was great to see big names like Tesco and L'Oréal there. They were all saying the same thing: look after your staff, and they'll look after your customers. If your team is happy and feels listened to, they're going to do a much better job for your customers. 

The whole day was about using this new tech to get ahead. Using AI to figure out what customers want before they even know it themselves. If you can get to the root of a problem before it escalates, you're onto a winner.

Basically, you need to connect with people, whether they're buying from you or working for you. Using smart tech like AI to do that isn't just a gimmick anymore; it's proper business sense for staying in the game.