The pandemic has driven widespread changes in customer behavior and made digital channels the main way customers interact with brands. This puts a premium on digital experience as the key to customer retention and loyalty.
For digital experiences to be relevant, valuable and engaging, they must be personalized.
Personalizing digital experiences requires data. In fact, it requires the creation and maintenance of comprehensive customer profiles drawing data from every customer touchpoint. This entails breaking down data silos as well as investment in a customer data platform (CDP).
