While over 78 percent of customers demand personalized experiences from brands, 43 percent of brands admit that they are delivering practically no value from their internal customer data. This disconnect is plaguing an array of brands, which are largely driven by some major myths. Many brands inaccurately equate customer loyalty with transactions (like buy three and the fourth is free). They focus too much on these formulas as a means to derive commitment from their customer, when, in....

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