The traditional customer journey has changed. With ever increasing innovations in technology, consumers now have access to an unprecedented array of channels and devices that give them control over exactly when and how they shop. As a result, influencing customer touchpoints and critical decisions along the path to purchase has become steadily more complex for businesses.
In my experience there are several problems to that. Duplicate customers and disconnected systems. It can be devilishly hard to have a single customer.
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