The age of the customer is now. With the explosion of online resources and mobile technology, customers have never had more access to information on the products and services they consume – and never have they been more discerning about how and where they spend their money. However, even with all of this information, product and service features are not what are winning (or losing) business from this highly informed group of customers.

More often than not, it’s the customer experiences tied to those products and services—like interactions with in-store employees, calls with contact center agents, and messages with social care teams—that are making a difference. And that’s where a seamless and personalized experience will always trump a clunky and generic one.

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