We used to look forward to emails. When we received a “you’ve got mail” alert, we were eager to see who it was trying to communicate with us. Now, outside of work, most of us receive email overload and rarely want to open them. Vendors have it rough. If they want to engage with us, whether it be on the phone, by email or via the ads we see online, it better be worth our while. Consumers of today want personalized messages and offers, and if vendors can’t keep up with those demands, competitors are easily accessible and just a few clicks away.Read More
To reiterate what Tom Redman – aka the “Data Doc” – discussed in his Customer Data: Conquering the 360-View of Your Customerswebinar, the lifeline to business success lies in building customer loyalty and retention as they generate higher revenue. This seems self-explanatory; however, he went on to tell attendees that to achieve this loyalty, “… best-in-class organizations must have a complete 360-view of their customer data in order to respond accurately and intelligently to their customer demands, trends and expectations.”
As marketers, we are constantly challenged to create superior customer experiences that can leave a positive impact on the brand. That is no easy task because customer data and the related information needed to understand them is often located in disparate/siloed systems that prevent us from seeing the whole picture. Thanks to the explosion of the digital economy, we no longer need to convince the C-suite that a 360° customer view is necessary to provide the experience that consumers demand. The real challenge lies in creating that all-encompassing customer view, as a large majority struggle to establish this holistic view.Read More
Apple’s Steve Jobs famously said, “A lot of times people don’t know what they want until you show it to them,” and this couldn’t be truer when it comes to meeting the expectations of the hyper-connected customer. Today, they increasingly expect a personalized, relevant experience during every interaction with a company, regardless of the channel. This has led to the concept of personalization, or personalized marketing, which is a marketing strategy by which companies leverage data analysis and digital technology to deliver individualized messages and product offerings to current or prospective customers.Read More
A colleague recently bought a new car. He was thrilled and anxious to have it delivered within a couple of weeks. Not long after delivery, he received an email from the car manufacturer, featuring a promotion for the exact same car, only at a drastically reduced price.
Within a matter of seconds, the manufacturer had turned my colleague from a brand advocate to a dissatisfied customer.Read More
Your customer data and how you handle it is an indicator of how successful your business is. In fact, poor customer data management leads to bad customer experiences, slow processes and now - with the General Data Protection Regulation (GDPR) in effect - increased risk. If you’re not GDPR compliant, you face massive fines and negative attention.
How do you know if you have a customer data problem? Six signs indicate if your business has customer data management issues and if you’re not complying with the GDPR.Read More
Oh, how times have changed for retail.
Some of the biggest retailers we know have been in distress, either filing Chapter 11 bankruptcy or shutting their doors altogether. It’s not (all) Amazon’s fault, although they get the brunt of the blame. The truth is, modern consumers are savvy and have increased expectations. They demand that retailers know more about them, what they want, and what they don’t want.Read More