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Page last updated: 21 September 2012

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Title: How to use information to manage customer experience?
Date: 03/01/2007
Category: Reports and White Papers
Overview: Using empirical evidence and experience from the period 1986-2006, this paper argues that, by 1991, the components of good information management for customer experience management — including technology, relationship economics, touchpoints planning, process management and vision — were known and practised. This has since led to significant improvements but more are yet to be achieved. The paper also describes the one gap in the marketer’s armoury in 1991 — namely consistent or universal communication planning (which has been since filled), and highlights, with recommendations, key factors that have created, failure or blocked success, including conceptual fragmentation and misconceived business objectives

Document: _17a28ea8d01.pdfDownload (172 KB)

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