Creating a successful customer experience (CX) strategy is crucial for differentiating from competitors and maintaining customer loyalty, as customers expect seamless experiences across various channels and personalized interactions. CX strategies have evolved to focus on understanding fundamental customer needs, leveraging composable technology, and adopting a headless architecture built on microservices-based, API-first, cloud-native, and headless solutions. To overcome challenges such as monolithic platforms and siloed content, companies need to integrate and align customer experience, operations, technical capabilities, and business value, and have a composable mindset when it comes to the operating model that supports the technology. This requires hiring a content strategist, using tools like the Contentful Composable Content Platform, and partnering with experienced companies to implement and support the strategy.