Today’s consumers are demanding: they have become more unforgiving of a poor customer experience and expect interactions on their desktop and mobile devices to be responsive, intuitive,
and easy to use. Marketers understand that delivering the most relevant experience is the key to gaining continued satisfaction and loyalty from their digital consumers. Oftentimes, however, when it comes to marketing to consumers there are two dynamics. On one hand you have what consumers say they want out of a customer experience. On the other hand, there is what they actually receive. What they want are experiences that are personalized, contextually relevant, and consistent— regardless of online or offline channel or lifecycle stage. What they too often get, however, are experiences that are disconnected, not contextually relevant, and inconsistent across channels and lifecycle stages.