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Today’s customers increasingly want to do business with organisations on their own terms. They demand fast, easy access to information and expect to receive relevant and personalised experiences that consider all the data an organisation holds on them, regardless of where and when they choose to engage.

Organisations need an up-to-date view of customers, combining online and offline data that can be exploited by powerful, predictive analytics. They need to make decisions based on insights in real time where necessary. They also need to understand how Artificial Intelligence can assist customer experience, and how to more accurately measure and attribute success to different marketing channels.

This paper looks at what UK heads of marketing, customer service and experience, digital and data across seven key industries told us about their current capability in these areas. It reveals a broad spectrum of capability, with most organisations having an incomplete or blurred view of the customer, where they can only look backwards at customers’ digital shadows.

*Research by 3GEM Research & Insights

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