Data Management

Customer Experience - The Marriage Of Marketing And Business Process

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Executive Summary

Marketing is a continuously evolving discipline. From the focus on production with the rise of industrialization in the early 1900's, to focus on selling during the post World War II era, to the market orientation driven by consumer needs in the late-century, the role of marketing changed over time to sustain value for the firm. Today, customer-focused strategies are the hot topic in marketing. However, the execution of a customer-focused strategy can appear disjointed because of the fragmented nature of marketing within a company - e.g. the brand promise does not match the delivery experience. To solve this problem, leading companies are creating customer-centric strategies to deliver a holistic view of customer interactions - a total customer experience.

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