Summary
We’re living in the age of the customer, so it’s understandable that many companies are striving — and claiming — to be customer obsessed. Yet many still fall short of creating superior customer experiences, even with sophisticated customer analytics in place, because of marketing myopia and internal misalignment. The solution lies in a new customer insights paradigm: the next best experience (NBX). This report guides business leaders working with customer insights to reevaluate their marketing-focused current analytics practices and embrace the NBX model to become truly customer obsessed and CX led.
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