From Silos to a Single View As consumers were given new ways to interact with companies—rather than just in stores—the relationship between brand and consumer fundamentally changed. Consumers could now visit a website and make a decision without ever talking to someone, or they could comparison shop across the globe, increasing the number of companies competing to retain their loyal customers. The promise of a single view of the customer—the remedy to the fractured customer experience—has been around for as long as e-commerce split the customer experience in two, but attaining it has been a nearly impossible task.

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