Turning the customer journey inside out

Transforming for empowered digital audiences

The growth of digital and mobile technologies means brands find themselves playing catch-up to an audience empowered by a virtually limitless bank of competitor content and third-party research. But Oracle's research, covered in Turning the Customer Journey Inside Out, suggests that many brands are failing to transform and embrace new digital channels while still delivering personalised experiences, even though, for example, 46% say customers increasingly want to interact over social media.