We marketers are all aware of the frequent changes in customer behaviour. Customers' motivations, expectations, purchasing power and their habits continuously go through rapid change. Even life events have become more difficult to predict than in past. Marketers who fail to predict these shifts fail to build strategies for the new realities and lives of their customers, ultimately struggle to compete in the fast changing world of today. Winning over ever evolving customers requires deep holistic insight – a willingness to design exceptional, personalised customer experiences at every touch-point in customer journey.
This paper discusses harnessing omnichannel customer feedback data...