“Unified Marketing,” “Customer Engagement Marketing,” “Marketing 2.0” and “Consumerism” are all concepts of marketing practice that aim to create the most relevant dialogues with the possible. Whether the conversation happens at retail, on the phone, on the Web or in the form of direct response to mail and/or email, the interaction with your customer or prospect should be informed by customer intelligence. The practice of building customer insights into every interaction, and listening to the response so the next dialogues can keep getting better, is at the core of smart Multichannel Marketing.
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Forget about managing your relationship with your customer. Today she manages the relationship with you! This new fact becomes real in every dialogue or customer interaction you have. When your customer or prospect finds the information they were looking for – or were ready for- they feel satisfied and empowered. On the other hand, if they can’t put their finger on the right information they feel confused and frustrated and they rightfully take it out on the last place that didn’t deliver satisfaction – your website, your email, your direct mail, your call center.
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