Brands should ask several critical questions to offer a wholesome digital experience to its users.  First up, companies need to start segmenting their audience and then build personas as per each segment. Ideally, 50% or more of a persona should be focused on the customer’s goals and challenges.

Next up, brands need to understand the voice of the customer by documenting their conversations, which can be in the form of live interviews or in-person discussions. Onsite surveys and conversation marketing tools such as chatbots and live chat conversations are some of the mechanisms that can be used by marketers.

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