In today’s marketplace, most business leaders have a strong desire to deliver the most relevant, personalised, cross channel experience for their customers. It is seen as a huge competitive imperative.
Achieving this is hard, and requires a balance of many dimensions, spanning technology, data, insights, content, data and ways of working. It requires building people-based marketing solutions and enabling businesses to deliver through them. Businesses must also solve for the harder and more complex organisational makeovers that are required to make this happen.
In pursuit of a people first strategy that puts the customer’s needs at the centre of their organisation, they need to develop an integrated customer strategy that enables them to provide customers with contextually relevant information whenever and wherever they want it.