Customer Contact Week is arguably the biggest and most important contact centre, CX and customer care event on the planet. UC Today attended the event this year which took place in Las Vegas in June. Genesys were one of the most visible brands at the event with various presenters and speakers taking part in the conference itself. One of the most interesting ideas we heard at CCW18 was the use of storytelling within CX experiences. Not fanciful tales to mislead customers but using narratives to ensure the customers get the best experiences possible.