On the Road to Brandweek: Accenture Interactive's Glen Hartman on the Importance of Customer Partnerships

'Customers want to have long-term relationships with brands'

As the customer journey continues to unfold in so many different directions, understanding the experience on each of those paths is crucial for brands with ambition for longevity. This new reality calls for brand building via data-shaped experience which, in turn, requires companies to be more human, caring, empathetic and useful.