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the way and feelings are so much more than as survey.


Tere is a strong debate that we are already progressing towards an industry that will be channel-less. Te omnichannel approach has set the base for universally bringing the importance of consumer behavior to the surface, so that companies start talking to people’s hearts instead of their heads. In the beginning of this digital era it used to take twelve positive


experiences to make up for a negative one, however this ratio has recently shown a radical change. Today, customers boldly claim that they are willing to pay more, walk further or go through several kinds of discomfort in order to receive the product or service that meets or exceeds their expectations. Who are we to by- pass this?


The evolution of our players requires that we think and act smarter so that we adapt to their sentimental patterns and eventually keep them happy by providing intelligence instead of solutions.


P84 NEWSWIRE / INTERACTIVE / 247.COM


More and more, the leveraging of many different channels fades and the importance of an overall feeling of happiness arises. People want to get what they want, have their questions answered, their problems solved and their voices heard. Tey do not care through which channel they do it, as long as it’s done and done by the one that makes them feel better at the time chosen. As such, experts predict entering a channel- blending phase where a simpler and uncluttered unified way of interacting will be introduced. Customer preferences will be kept at a single point and players will be able to access them from anywhere at anytime. Companies will no longer struggle to orchestrate an experience but will invest on an “information and sentiments hub” that will understand the uniqueness of


each customer and the importance of interacting with him no matter the channel.


HOLISTIC INTELLIGENCE At the end of the day we all want the same


thing; Holistic Customer Content. Researchers suggest that soon most of the customer experience metrics we are currently using will be replaced by one unified customer engagement metric. Tis metric will come to quantify -as much as possible- the feelings of customers in a way that will indicate engagement and directly relate to growth.


Te evolution of our players requires that we think and act smarter so that we adapt to their sentimental patterns and eventually keep them happy by providing intelligence instead of solutions.


And as “the measure of intelligence” -quoting from Albert Einstein- “is the ability to change”, this future scenario of constant transformation and adaptation to customer sentiments can be, for our companies, more challenging and more inspiring than ever.


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