October 22, 2025
From Listening to Action – Medallia Redefines the Omni-Channel Experience
Listening is not enough, companies must act on what their customers are telling them says Medallia
At Experience KSA, hosted by New Metrics in partnership with Medallia, Customer Experience Magazine caught up with Mark Boniface, Executive Advisor Global Alliances at Medallia, to discuss how organisations can move beyond simply collecting customer feedback — and start driving measurable business impact.
Speaking with CXM’s David Dungay, Mark shared how Medallia is helping businesses unlock the full potential of omni-channel experience management, leveraging AI, analytics, and digital insights to create real transformation.
Building a Single Customer View
Medallia’s mission, Mark explained, is to connect every customer interaction across every touchpoint into one cohesive view that drives smarter business decisions.
“The fundamental aspect of Medallia that’s very exciting is how we’re focused on omni-channel experiences,” he said. “That means understanding surveys, but also digital experiences, contact center interactions, and more — all combined to create a single customer view.”
This unified approach allows organisations to focus on metrics that matter, such as customer lifetime value and journey friction points, ultimately transforming how they engage with their customers.
“We can use this insight to understand where there are friction points, and then use that to transform the way customers do business,” Mark added.
Overcoming Omni-Channel Challenges
Despite growing recognition of omni-channel strategies, many organisations still face hurdles in implementation.
“One of the challenges is that a lot of organisations have traditionally relied on surveys as their main way of capturing feedback,” Mark explained. “But that only gives you a small slice of your customer base — and it’s often skewed.”
Medallia encourages businesses to capture unstructured and unserved signals to uncover insights that go beyond traditional survey data.
“We’re helping organisations move beyond surveys to think about all the unserved signals,” he said. “That includes what customers are saying in contact centers, on social media, and across digital experiences. These are powerful ways to understand how customers really feel.”
You can view the remainder of that conversation here.
