WHITEPAPER

Mastering the chaos of customer experience

By 2016, 89 percent of companies expect to compete mostly on customer experience. That number was 36 percent just four years ago. This shift in focus has seen rapid investment in new technologies with sales, customer service, and marketing relying on a growing number of new (and old) applications.

This eBook aims to demonstrate two things:

✔ The root cause of customer experience chaos is a lack of great data.

✔ More important, additional investment in applications alone isn’t going to solve this problem. What’s needed is
intelligent data management.

We’ll outline what’s going wrong and suggest seven crucial steps to get it right.


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