The phrase “a seamless, highly-engaging customer experience” is both a dream and a nightmare for today’s B2C marketers.
It’s a dream because highly engaged, loyal customers are the high-octane fuel needed to power brand growth. In fact, fully engaged customers are, on average, 52% more valuable than those who are just highly satisfied. To achieve the dream, a brand must be able to recognize a specific customer at any point of interaction, online or offline, and deliver an individually....