DataIQ Research Report: The Connected Consumers Report 2017

We are moving from a passive world of CRM (customer relationship management) to an active world of CMR (customer managed relationships) where the customer is in control and connected like never before.

We have the technology to drive dialogue with consumers when they want it, how they want it and where they want it.

We have the ability to understand the customer’s context like never before.

And - we are able to deliver the experiences customers crave and which will help them to remain loyal and advocate to others.

But are brands taking advantage of these abilities or not?

DataIQ, in association with RAPP, undertook research to see how advanced the industry is in meeting ever-evolving customer expectations through understanding:
  • core components of the customer journey being used by organisations;
  • supporting processes and technologies deployed; 
  • data flows and connections being made;
  • input and influence on the customer journey;
  • opportunities and obstacles in achieving the optimal customer experience. 
This report explores the findings from this research and what they reveal about how customer journeys are being architected, where marketing seeks to influence the customer experience or allow the customer to generate their own content and engagement, and how marketers expect to benefit from achieving the optimal pathway and experience for their customers. It also considers trends year-on-year between 2016 and 2017.

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