B-to-b organizations typically take a long time to shift their focus from acquiring new business to nurturing and growing existing customers. When this mindset finally begins to change, planning is not always given enough attention – and even less urgency is devoted to gathering and analyzing results. These issues are especially critical for the customer engagement function, which is widely recognized as a key factor in business growth, yet is still immature in many organizations. In this guide, we describe five trends that customer engagement leaders should incorporate into their planning for 2019.
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