Summary
Providing a great customer experience rests on mobilizing technology and processes around the customer. This requires a well-coordinated strategy across digital experience platforms (DXPs) and CRM teams to deliver the hybrid digital-plus-human-assisted engagements that capture 24% of all B2B purchases globally. The boundaries that once separated the two categories are rapidly breaking down. Such an approach aligns stakeholders around a common mission and a common set of outcome metrics, streamlines processes, better harnesses data, and reduces tech sprawl. This report outlines six best practices for deploying teams on joint missions in support of successful customer journeys.
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