In a landscape flooded with new technologies, clean and accurate data remains the true foundation of exceptional customer experience. This fireside chat explores why data hygiene matters more than hype — and how poor data quality can quietly undermine even the most advanced CX strategies. We'll discuss how to future-proof your marketing technology stack, build organizational habits around data stewardship, and create experiences that are personal, trusted, and scalable. Whether you're leading CX or enabling it, this session offers a clear, practical perspective on turning clean data into a long-term competitive advantage.