Best Practice Report

The Importance Of Automating Buyer And Customer Interaction Tracking

July 10th, 2020
Anthony McPartlin, Principal Analyst
Anthony McPartlin Principal Analyst

Summary

In B2B, increasing digitization of how buyers and customers interact provides an opportunity to improve customer experience by providing greater transparency into each interaction along the buyer and customer journeys. This transparency usually depends on customer-facing resources who track each engagement manually. This time-consuming task rarely has value for those who enter the data into sales force automation (SFA) systems. In this report, we explore the imperative for better interaction data across buyer and customer journeys and the potential for automation to reduce administrative burdens while improving data quality and insights.

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