2015 has been another tough year for marketing teams with customer service mishaps hitting the headlines across the financial services and telecoms industries. Delivering a consistently positive customer experience is ever more essential to a business, but still exceptionally challenging to always get right. So, could 2016 be a watershed year?
Developments in using predictive and adaptive analytics to drive real-time contextual engagement over the last 12 months mean businesses are now able to realise the benefits of designing their activities for customer experience.
