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I’m a marketer (for a company that makes software for other marketers), but I’m also a consumer. The two sides are intertwined. For better or for worse, I can’t turn the marketer off while I shop. The marketer side of me is always taking mental notes about customer engagement wins and missed opportunities and thinking about what is going on behind the scenes at a company to cause their customer experience to soar or flop. I shop a lot, so there are abundant examples to....

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