Good marketers know what their customers want and expect. Besides having a great product or service, you must be able to engage with customers on their terms. This means interacting with the right experience, at the right time, through the right channel. This customer-centric approach of treating each customer the way they want to be treated has been part of a promise many have been making for years. But, it’s still a struggle for many brands to achieve.
It’s all about turning prospects into customers, and customers into long-term advocates. You can only do this by having an incredible product or service, and knowing how your customers get value out of that product or service. True customer centricity requires unlocking silos (organizational, system and data) and the collaboration of both cross-functional teams and vendors/suppliers as “partners within the value chain,” in order to innovate and radically change the customer experience.
At the crux of the customer experience should include the up-to-date customer knowledge, with data from all systems, so that systems can access a holistic and individual-customer view. When all relevant prospect and customer data is aggregated and connected between different data sources and systems, and intelligence is applied on top of that data in real-time, you have the ability to deliver truly personalized experiences. With that, you can then generate the insights required to drive actions that demonstrate true customer centricity.
Use your data and analytics properly and smartly to deliver a superior experience for each and every customer. Then, you can you can achieve real results: revenue increases, reduce customer churn and increase loyalty, improve efficiency and reduce cost, and achieve measurable and significant ROI.
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