30 Kellogg Insight place; building a unified system of engagement that allows customers to interact across all digital and physical channels; and leveraging analyt - ics and artificial intelligence to personalize the customer engagement. Sawhney shares some of the ways companies need to be approaching these challenges in order to deliver the thousands, or millions, of nimble, bespoke customer interactions that will drive sales. Know Where to Focus Your Investments In order to provide personalization and responsiveness at any kind of scale, organizations will ultimately need to lean heavily on automation and artificial intelligence. But these tools are not one-size-fits-all, and they must be used thoughtfully to address actual needs at important moments in the customer experience. This means companies need to determine where to focus their invest - ments. As a good first step, Sawhney recommends that companies map out what he calls the Customer Experience DNA. Most companies think about the customer experience as a sales funnel: the process of converting prospects into customers. However, they also need to visualize the customer experience from another perspective: the steps that the customer goes through in their journey as they make a purchase decision. To Sawhney, these two processes—the customer journey and the cus- tomer-funnel-management journey—can be visualized as two interwo - ven strands. He proposes the metaphor of the DNA, with its double-helix structure, as the basis of a framework called the Customer Experience Based on insights from Mohan Sawhney