September 11, 2013

Customer experience should be focus of modern marketing, says Accenture

Digital technologies present a great opportunity for businesses to create personalised customer experiences. However, the proliferation of consumer touch points also makes it increasingly difficult to come up with a coherent strategy across different channels.

Customer experience has always been important. What’s changed is the ability to deliver consistent and relevant customer experiences at scale and across channels.

In today’s digital age, customers expect multichannel experiences where they can move seamlessly between channels and devices how and when they want. Even though the needs of each customer are different, they are all looking for the best price, the easiest buying experience and personalised service.

And they expect to see the same price, same description and same brand as they move between channels.

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