Azlan Raj, SVP, Customer Experience, Merkle EMEA
When announcing their new chief experience officer, Donald Chesnut, Mastercard highlighted the impact that the end-to-end customer experience can have on a brand’s relationship with its customers. The company said: “Mastercard knows that personalised experiences, predictive analytics and closing the loop with dissatisfied customers is going to be the difference between high retention and profit-killing customer churn.” This quote draws attention to a significant shift that has gathered pace in 2019 – the evolution of the complete customer experience.
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