Beyond Clicks: How CX Intermediaries Are Reshaping the Customer Experience

In his feature article for UXmatters, Gaurav Mittal explores why digital experiences still feel fragmented despite years of investment in customer experience (CX) and user experience (UX). Too often, businesses focus on refining individual touchpoints—like checkout flows or chatbots—without removing the friction that forces customers to click, search, and troubleshoot.

Gaurav highlights the need for CX intermediaries, intelligent systems that anticipate intent, manage complexity in the background, and deliver seamless outcomes. Unlike incremental fixes, these intermediaries shift the model from process-heavy interactions to convenience-first experiences that feel natural, intuitive, and effortless.

Referencing an industry report, which found only 14% of organizations delivering exceptional digital experiences, he emphasizes the urgency of rethinking CX strategies. His perspective reinforces Brillio’s vision for building frictionless, outcome-driven digital experiences that move beyond clicks and set a new standard for customer convenience and engagement.