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.