In 2020, companies made seismic shifts in how they do business as the impacts of COVID-19 transformed customer expectations and workplace dynamics, virtually overnight. Being digital-first and, in many cases, digital-only meant companies had to rapidly acquire new technologies to reach customers and connect remote teams.

Investing in your customers pays off, but what to prioritize can be a little tricky. To help guide the way, our team of experts reviewed data from businesses using Zendesk worldwide. Here are 8 best practices for delivering winning CX—and the time to act on them is now.