Seven Steps to a smarter business

Step 6 - Deploy a customer-centric marketing system

Understand how they choose & buy - deliver to their capabilities, not yours.

Engage with them to understand what they need & when they need it. Invest for the longer-term.

‘Sense & respond’ to what they share with you - don’t push products.

Obey your customers' contact channel preferences.

Use ‘closed-loop’ CRM based on analytics & ‘next best action’ principle across your channels.