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Retailers should audit all their existing customer touch points and honestly evaluate who is in control of them, recommends dunnhumby's John O'Reilly.

Closing the gap between what retailers intend to deliver and what customers receive

Dunnhumby offers retailers tips to harmonize their touch points, eliminate friction points and regain control of the customer experience

John O’Reilly is senior vice president of sales, North America at global customer data science company dunnhumby. The views expressed here are those of the author.

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TAGS: Marketing
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