The pivot from conventional marketing to today’s hyper-personalized customer experience management (CXM) can be seen everywhere you look, as brands innovate to meet customers where they are, with the specific products and services they desire. ​

Brands must deliver personalized moments that, when taken together, comprise meaningful experiences across the spectrum of customer engagement. And for the marketer, this isn’t just about the data, analytics, and technology that deliver the interactions; it’s about what those interactions feel like at every touchpoint. Done right, these moments and experiences ultimately build up to lasting relationships, substantial lifetime value, and sustainable competitive advantage. ​

In this report, Merkle reveals three critical imperatives related to data, process, and loyalty that could change how marketers manage their transformative strategy.