What is the main problem identified in TELUS Digital's pitch?

• A. The gap between buying CX technology and operationalizing it.
• B. Overwhelming lack of CX technology.
• C. Too many AI pilots in production.
• D. No ability to scale agents.

Answer: (A)

Turning CX technology into real, in-use capability is the core issue here. The challenge isn’t just selecting or purchasing CX tools; it’s making them work in the daily operations of the business. That means integrating tools with existing data sources and systems, embedding them into actual agent and customer workflows, training teams, establishing governance and processes, and setting up metrics to prove ROI. When this gap exists, even powerful tools don’t deliver their promised impact, because they’re abstract assets rather than practical capabilities.

This is why the gap between buying CX technology and operationalizing it is the best answer. It captures the practical friction of turning a tech investment into measurable, scalable improvements. The other options describe symptoms or different scenarios (not enough technology, too many pilots, or inability to scale) but they don’t pinpoint the root problem of moving from purchase to production-ready, value-delivering operations.