Merkle's 2024 Customer Experience Imperatives, and the first year the series ran on its own research rather than on commentary. 2,100 consumers and 820 brands across 18 countries, surveyed in the last quarter of 2023, distilled into six imperatives: understand the customer's own view rather than the company's, use data in a way people would accept if they could see it, use technology to extend human contact rather than replace it, and keep going after the purchase rather than stopping at it. The finding worth carrying is how little it takes to decide — on average 2.5 sources of information shape a consumer's view of a brand.
“Tech with a human touch: Leverage technology to empower, not replace, human interaction.”READ ON CLICKZ →