PegaWorld 2017: From Product-Push to Connected Conversation (Presentation)
Conventional wisdom says inbound and outbound marketing can't co-exist - they're too different. But the modern consumer has demanded a change to the status quo. Unless an organization can flow across channels and adapt to customer context, consumers simply disengage. Etisalat has centralized their decision-making, evolving from a product-push approach to the execution of real-time customer conversations. The organization is leveraging data from across the enterprise to become "channel-less"; they're enabling an optimized experience that's always relevant, timely, contextual, and consistent - regardless of how the customer chooses to engage with their brand.