1 Relationship - Many Opportunities to Screw It Up
Are you ready to put your customers at the center of your planning and making their needs your priority?
Are you ready to put your customers at the center of your planning and making their needs your priority?
In this age of omni-channel marketing, consumers have numerous points of connection to your brand or company, but they only have one relationship with you. Guarding that relationship means executing across channels in multiple device options wherever that customer happens to be on the globe and in their decision-cycle. It means tailoring every consumer’s experience on the fly for that moment in time and their particular needs, but also to their prior history with you. It means creating a consistent, uniquely relevant experience that connects past, present, and future in order to make every customer experience a positive one. Is that a lot to ask?
Of course it is, but you have no choice but to deliver. A typical consumer whether browsing or on a mission treats all companies and brands, even their favorites, like a utility. If they flip the switch it should work. Working means delivering what the consumer needs, which of course is different for every consumer. It should work from their mobile phone as well as their PC, albeit differently, and should deliver against their preconceived expectations at any time, day or night. It should recognize them and their preferences and purchases at the point of sale in-store, in their email box, and while browsing online. Working is always from the customer perspective.
What does it take to deliver against consumer expectations in this era?
You have one relationship with your customer across many planes and myriad opportunities to screw it up. It is getting more complex every day for marketers at the same time that customer expectations are being raised. Mere integration or cross-channel marketing won’t do the job anymore. Omni-channel marketing is more than just another buzzword in the lexicon. It means preparing to truly put customers at the center of your planning and making their needs your priority. Are you ready?
Business Man Push Centric image on home page via Shutterstock.