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With the increasing importance of customer experience in today’s marketplace, it is vital for enterprises to become customer centric in order to deliver a truly personalized experience. CMOs across the globe face challenges in customer experience transformation.

  • Siloed or underutilized martech stack: A siloed martech makes it difficult for disparate business functions to work together on deriving actionable insights from data for a seamless personalized customer experience. The problem can be addressed through a three-step process:
    • Discover and align business objectives by gaining a clear understanding of the overall business strategy and marketing approaches
    • Assess and evaluate the existing martech stacks periodically and appraise them to ensure a positive ROI
    • Build a high-level roadmap for execution and implementation to assist the company transform its ability to market and deliver great customer experiences
  • Availability of too many martech stack options in the market: It is crucial to decide which martech stack works best for your business by considering the impact of a martech platform on operational efficiency and exploring its full potential.
     

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Ian Thomas

TCS Consulting Partner, TCS Interactive

Sandeep Banyal

Senior MarTech Consultant, TCS Interactive

 

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