Customer experience directly affects both the top and bottom lines of business. CMOs know this and now compete to deliver the most compelling, contextually relevant experiences. CMOs until recently focused on improving the customer experience at particular touch points — the call center, in-store point of sale, the website — and invested heavily in an ever-growing number of systems to support their efforts. The Sum is Greater Than the PartsBut it’s the cumulative customer experience across many touch points — not just one individual touchpoint — that drives loyalty and long-term value.

Source: CMOs: Claim Ownership of the Customer Experience

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