Are you treating one customer as one single individual (irrespective of where you meet them) or as multiple different individuals? Is their experience seamless and consistent no matter what platform or device they interact with your brand; or is their experience more like the film ’40 First Dates’, where the protagonist must begin each day afresh, without any memories of what happened the day before? (Which one of us hasn’t experience the trauma of having to repeat our ‘problem’ to 4 different agents at the ‘service’centre? In more evolved times, why should I have to be a card-carrying Loyalty Program member for your on-ground outlets to recognize my preferences?) Read the full article in MarTech advisor.