CUSTOMER DATA & ENGAGEMENT: NEXT-GEN TOOLS FOR THE HOSPITALITY INDUSTRY2 The Problem Solved By Customer Data & Engagement Tools Most brands have customer data stored in multiple databases corresponding to each channel and device, creating multiple profile fragments for a single customer. The data divide makes it nearly impossible for IT and marketing to keep up with the shifts and the demands of customers, resulting in inconsistent, static marketing outreach and generic customer experiences. That combination results in increased churn and money left on the table rather than increased loyalty, incremental revenue, and optimal LTV. The customer data ecosystem is evolving to create a single, cross-channel customer profile that is updated in real time and instantly accessible by an

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