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those of The Economist. A study by Aberdeen Group found that companies using analytics to craft customer engagement initiatives have significantly higher cross-sell and upsell revenues, better returns on marketing investment and higher annual profits compared with those that don’t.

Another study, by Forbes Insights, revealed multiple other benefits, among them greater engagement with customers, improved collaboration between departments, improved reaction time to market changes and faster, more confident decision-making by management. Of course, embracing analytics to improve the customer experience comes with challenges, not least of which is that doing so takes time—perhaps years. Read more from expectexceptional.economist.com…

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