Using Data to Deliver Customer Delight: Six Modern Marketing Lessons from Asia Pacific
Customer experience (CX) management is the orchestration of processes used to oversee, track, measure, and organize every interaction between a customer and the key functional areas across an organization. The goal is to ensure that each customer has the best possible experience in every interaction with the brand, an effort that translates into customer loyalty and better business outcomes, like increased revenues. But the more that customer data gets collected by more business units of the enterprise, the more it gets siloed away in those pockets.