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Growing customer expectations are forcing businesses to “up their game” regarding how they might facilitate a more fluid and interactive communication cadence with their customers. It is now more important than ever for a business to consider how they can digitally streamline marketing communications in every channel, and steer away from offering multiple platforms, disparate programs and overlapping campaigns that confuse the customer. Effective digital evolution allows the business to become agile, efficient and responsive while minimizing marketing clutter and removing the mentality of “every brand for themselves” within a company to create a seamless omnichannel relationship with the customer. Digital Acceleration essentially means accelerating the digital maturity of a business, scaling the technology required to tie and/or consolidate programs, channels, brand messages and campaigns into a seamless customer journey. Best in class loyalty programs are almost always digitally optimized.
There are five key areas of focus when embarking upon Digital Acceleration: