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What Is Channel Fragmentation And How Does It Impact CX?

October 8, 2019

We’re now undeniably living in the age of customer experience, with CX projected to overtake product and cost as the key brand differentiator by 2020. Meanwhile, customers are willing to spend a price premium of up to 16% for a better experience.

But it’s also the case that connected customers are engaging with brands through more digital channels than ever before.

What is channel fragmentation?

Marketers used to be able to rely on pretty specific media to reach customers: TV, radio, and print.

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