A key challenge in moving from a traditional campaign-based approach to a customer decisioning platform rests with achieving the much hyped segment of one. This challenge is wider than simply making individual decisions for each customer at each interaction. Significant consideration must be given to the holistic experience including: fulfilment, device changes, physical v digital interactions the list goes on. During the presentation Wullie will share some of the experiences CYBG are facing in pursuit of the segment of one.
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