Customer Experience Doesn’t Start With Your Customers

CX seems to be making its way to the lips of marketers lately, driven in part by shifts globally like GDPR, which place emphasis on quality interactions, over quantity of interactions.

Before you get all starry eyed and rush off to map customer journey touchpoints, aggregate disparate data silos and create business cases to build single views of your customers, you need to consider one other group of people first.

Continue reading