Brands should expand their mobile strategy to ensure that customers feel cared for amid a blurring of the lines between customer service, information technology and marketing to avoid damage to bottom lines, according to a new study by Millward Brown.
{"ct":"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","iv":"5c3af5629ecc79b9712c0769ca93ed2e","s":"f63875c7bfc3952a"}