How is digital transforming the customer experience journey?

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In the last decade, Customer Experience has transformed beyond recognition. The advent of the digital era has given rise to multiple new considerations such as increased data capture, a new influencer set and redefined customer satisfaction measures (to name a few). Previously, consumers followed a fairly linear path with limited disruption and neatly packaged transactional touchpoints, most of which were organised around the business’s own operating model. Today there is a web of touchpoints, influencing factors, and transactional possibilities, much of which is driven by the all-important Customer.

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