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For Customer Insights Professionals

Continually Optimize Experiences To Differentiate And Compete For Customers

Processes: The Digital Intelligence Playbook

November 15, 2018

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This is the Processes report in The Digital Intelligence Playbook For 2020.

Why Read This Report

Competing for empowered customers and keeping up with their shifting digital expectations means that firms must always be evolving their digital experiences. This is only achievable through a digital intelligence process that uses customer data, analytics, and insights to continuously optimize digital interactions. This report defines continuous optimization and describes the strategies that customer insights (CI) pros can use to achieve it. This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Digital Expectations Continually Shift — And CI Pros Need To Keep Up
  • Continually Optimize And Enhance Customer Experiences
  • Continuous Optimization Is Set To Take Off, But It Needs Some TLC
  • Recommendations

  • Grow Continuous Optimization Within A Digital Intelligence Strategy
  • Supplemental Material
  • Related Research Documents

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