LATEST INTELLIGENCE and can reveal if those efforts are effectively engaging with their decision-making processes . For experience businesses , this is key to influencing customers ’ purchasing decisions , forecasting future demand , and delivering personalized experiences from the beginning to the end of the customer ’ s journey .
However , understanding your customer and their journey is becoming increasingly complex . Today , customers interact with brands across multiple channels and expect that each one will deliver the same consistent , connected , personalized experience . Along with rising customer expectations , organizations are finding that customers themselves are changing . Thus , making it more difficult for organizations to understand how to best position themselves and their services to engage with their key audiences .
As organizations turn to their data and analytics to help gain insights into customer relationships , they discover that their data is siloed across departments , making their pursuits less effective .
How experience businesses choose to meet and overcome these challenges will be critical to ensure continued success . p
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