Customers are now in the driver’s seat. Thanks to the internet and social media, they are networked and connected, and their influence is continuously increasing. Digital innovators are playing into their customers’ high expectations and have built their entire businesses around them. These companies are using the proliferation of customer data available today to completely individualize the customer experience. Customers are now demanding this level of service from all the businesses they engage with.
Welcome to the Age of the Customer. With the power now in the customer’s hands, we have moved from traditional Business-to-Consumer (B2C) into the Consumer-to-Business (C2B) era. C2B is about ensuring a frictionless customer experience, and most importantly fulfilling customers’ wants and needs. It’s about interacting with them on their terms: when, where and how they want to be engaged.
According to Forrester Research, “Empowered customers are shaping business strategy. Simply put, customers expect consistent and high-value in-person and digital experiences. They don’t care if building these experiences is hard or requires a complex, multifunction approach from across your business. They want immediate value and will go elsewhere if you can’t provide it.”
Your success in the Age of the Customer hinges on a major mind shift in your marketing. You must move beyond a product-centric approach to a customer-centric one, and build your business around the wants and needs of your customers.
For further interest:
NGDATA helps brands in data-driven industries, such as financial services, telecom, utilities and hospitality, to drive connected experiences. Our Next Generation Customer Data Platform, Lily™, puts people at the center of every business via Lily’s Customer DNA, which continuously learns from behavior to deliver compelling experiences for companies, such as Belfius Bank, Innogy and Telenet. NGDATA is headquartered in Gent, Belgium and has offices in the United States, Europe and Asia-Pacific.Learn More...