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  "documentTitle": "2022 Global Marketing Trends",
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      "text": "Ultimately, AI tools are available to help marketers and customer service leaders create an end-to-end customer experience that seamlessly blends AI and human service—to better serve customers and the bottom line.",
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      "text": "Understand the experience strategy: Identify each channel and touch point along the customer journey.\nMake sure they're connected: The channels and touch points should create a congruent experience for customers.\nDesign with human-centered factors at the forefront: Consider the entire service experience, including the customer, talent, and third-party service providers.",
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      "text": "To begin, brands should have a clear picture of their customers—perhaps employing a customer data platform that can integrate the vast amounts of data collected from disparate sources.",
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      "text": "Next, marketers should look at how they're currently bringing data insights to life. And encouragingly, they don't need to be data scientists to bring these capabilities to their organization.",
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      "text": "To better appreciate the customer experience—and its potential deficits—consider these three key tasks:",
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      "text": "Implementing a dynamic end-to-end strategy necessitates a real understanding of your current customer experience, including the opportunities to improve it.",
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      "text": "Australia-based travel and hospitality company Crown Resorts went through a similar transformation. CMO Nic Emery started with mapping out the customer journey and understanding what points make the biggest differences in the customer experience.",
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