Poor and inconsistent customer experiences, marked largely by a lack of cross-channel integration, amounts to about $83 billion in lost sales in the U.S. each year, according to a new survey from IBM.
The survey, which identified leading marketers based on their level of adoption of cross-channel technologies and their ability to proactively influence the customer experience, found that only 39% of leading marketers are adjusting real-time offers based on customer wants, needs, and preferences.
While marketers often tout their omni....