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The majority of C-level decision makers in SA believe their approach to customer management is ineffective and that they need better customer insights and enhanced analytics, according to a Forrester study commissioned by global information services company Experian. Traditional customer-centric strategies are being disrupted by data and the speed at which it’s becoming available, says Experian SA MD, Simon Russell, adding that traditional business models will either disappear or evolve into something else.  He was speaking at the launch of Mosaic, a consumer segmentation system that classifies the SA population into 36 unique types and nine overarching groups based on their demographics, lifestyle and purchasing propensities. “In an increasingly digitalised world, customer experience has replaced customer loyalty,” he says. “Organisations that survive will be those that understand their customers and offer engaging experiences.” Marketers therefore need to be more agile and persona...

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