Looking after the customer experience is a team game, which involves many different players with a multiplicity of skills. If you can harmonise them, you create a powerful force that exceeds the sum of its parts. If you don’t they will work against you, writes Nick Booth

Emagine International CEO –  David Peters, 

Technically, the challenge is more straightforward, albeit ominous. There will be intelligence feeding in from smart devices and data from apps, sensors, RFID tags, internet browsing and social media. “The sheer volume and diversity of the contextual and signalling data available to a CSP has increased the CEM undertaking significantly,” says Dave Peters, the CEO at Emagine International, which aims to provide the adaptive contextual marketing software to CSPs.

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