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The rapid rise of the customer data platform suggests brands understand more than ever that customer experience is the new battleground for business. According to Walker, a CX consulting firm, 2020 will be the year customer experience surpasses price and even product as the key competitive differentiator. If businesses are going to deliver a truly exceptional experience to customers, the first thing they need to do is understand who they’re talking to. In The Experience Economy — as Ben Thompson dubs our CX-driven era — achieving the elusive “360 degree view of the customer” has become the holy grail for…

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