How can CX professionals ensure that the use of emerging technology like artificial intelligence and virtual reality enhances the overall customer experience, rather than detracts from it?

CX professionals can ensure that the use of emerging technology enhances the overall customer experience by first understanding customer needs and preferences. They should carefully select technologies that align with these needs and provide value to the customer. Additionally, they should focus on seamless integration of these technologies into the customer journey to create a cohesive and personalized experience. Regularly collecting feedback and monitoring customer interactions with the technology can help identify any potential issues and make necessary adjustments to ensure a positive impact on the overall customer experience.