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美庫爾觀點

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以顧客為中心的新體驗時代 – 迎接超個人化時代

我們身處行銷新紀元,隨著顧客接觸點激增與資訊過載,大規模行銷只會讓顧客無感與困擾,簡單的顧客分眾已無法滿足顧客。在多數情況下,吸引和保持顧客注意力的最佳方式是透過個人化的溝通和定制的體驗,提供顧客個人化體驗是品牌在行銷新紀元的核心關鍵。 「顧客至上」意味著品牌要切實地認識每個顧客的狀態,不論在哪個旅程,位於哪個生命週期,也無論他們當前透過何種方式與您的組織產生互動。因此,從業務的角度思考,潛客到顧客可以歸屬四個階段,如下圖所示。 圖1 關鍵階段 : Focus on Key Stages