Luc Burgelman, CEO of NGDATA, talks about putting context into content as the formula for brand loyalty.
Consumers today are more conscious about their choices and decision they make. They have far greater expectations from their experiences. “Service is king” and “The customer is always right” have been forming the customer agenda, while companies are doing their best to take customer engagement to a new level. Add to this, content is being consumed through a growing number of channels including mobile devices, social media, web, mail, email, television, etc.
Companies can no longer view and treat customers in aggregate, demographic categories— making broad offers through fixed channels – if they want to stay on top. They need to see customers as individuals whom they know well and serve like no other.
Organizations that will succeed need to understand their customers, which include– behavior, context, interests and preferences—to properly ‘wow’ them and turn them into loyal customers. For this, they have to reach their customers via the right channel, with the right content, at the right time to improve the customer experience, enhance brand loyalty, and increase the customer value.
Click here to read the full article in Silicon India Magazine.