Customers are turning to digital touchpoints more frequently than ever—in fact, 87% of customers begin product searches online. But brands are struggling to advance their customer experience (CX) strategies to keep pace. This has a lot to do with rapid changes in the customer journey. The traditional “top to bottom” funnel of the past is no more. Customers now engage with brands when and how they want without a defined trajectory. And brands without an agile....

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