MIDDLE EAST (N=51) LATIN AMERICA (N=50) EUROPE (N=63) ASIA PACIFIC (N=52) Focus on loyalty and personalization 73% Train and upskill employees 75% Train and upskill employees 66% Focus on loyalty and personalization 65% Train and upskill employees 63% Optimize pricing through bundling and use of targeted offers 63% Increase innovation to bring new services and capabilities 67% Focus on loyalty and personalization 58% Increase innovation to bring new services and capabilities 62% Increase innovation to bring new services and capabilities 56% Partner with third-party providers to deliver on priorities 66% Focus on loyalty and personalization 69% Increase innovation to bring new services and capabilities 66% Train and upskill employees 62% Focus on loyalty and personalization 77% Operational Improvement Tactics For Achieving Business Priorities More Effectively NORTH AMERICA (N=62) Base: 278 director-level and above decision-makers involved with setting and/or executing their organization’s B2C digital experience strategy Source: A commissioned study conducted by Forrester Consulting on behalf of Mastercard, February 2024 13 © FORRESTER RESEARCH, INC. ALL RIGHTS RESERVED. 12
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