Vertex Pharmaceuticals announced a deal to buy Semma Therapeutics, which focuses on using stem cell-derived human islets as a possible cure for type 1 diabetes.

At its core, “Customer experience,” or CX, is shorthand for the relationship between a customer and a company, even if that company is removed from the point of sale. The CX relationship should stretch across all touchpoints both physical and virtual and all media in between. Today’s customers expect companies to know and understand them, creating a seamless experience across the entire customer-company relationship.