The customer is key

Focus must remain on forming relationships that place the brand and customer on an equal level, ensuring communication is welcomed. Only then will the information exchange be reciprocal. It is naive to presume that by relying solely on static data we can gain an accurate representation of customer needs and their lifestyle. Behavioural habits change and we need to predict this not just in real time but at the right time.

Hands
Equal level: Brand and customer

By acknowledging when consumers interact with brands, we can ensure our engagement is aptly timed and guarantee an improved response rate. Furthermore, by developing a more sophisticated view of each customer type, we can begin to interpret how they will react to campaigns and anticipate variables that may deter from their usual behavioural patterns.

The challenge of CRM is not the efficiency with which we keep track of the customer, but determining how the consumer wants to interact with the brand. When we get this right, both the customer and the product can reap rewards.

Kevin Slatter, MD, G2 Data Dynamics

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here