As customers “go digital,” marketing teams must rethink and better organize how they interact with customers and prospects. Perhaps the most meaningful change is that brands need to truly personalize the experience for each customer, throughout the customer journey.  In addition, brands must react and bring cohesiveness to diverse interactions to deliver the next generation of customer experience (CX).

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To do that, multiple aspects of the customer must be combined into a single “vision” or reality. The brand must track and organize their interactions, responses, and reactions each and every time. That means data from many different systems and/or platforms must be integrated into one “master” customer profile that can inform how a brand interacts with the customer at a specific point in time.

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