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Customer Experience and the “Next Best Action” Dilemma

As an analyst covering customer experience, I am often briefed by multichannel, personalization, and marketing automation platforms. Many promise to help brands improve their customer experience by identifying and executing the “next best action” for each of their individual customers. The idea, in theory, is that your brand can improve its customer experiences and relationships by…
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Who Drives Digital Business From the Cloud Through the Edge to the Digital Touchpoint?

On a flight back home from London, I found the catchy headline “Clicks meet Bricks” in British Airways’ magazine “business life”. The article highlights the new age of retail, showing how Amazon Go, Alibaba’s Hema or Farfetch from the UK work and try to close the gap between the digital and analog world to provide…
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