Yes, we need to be customer-obsessed
Tech Trends · Nov 21, 2017
Yes, we need to be customer-obsessed with ecosystems to support this customer-centricity
No, all data is not created equal, but in it lies the power
Footprints are the new fingerprints
I was recently one of approximately 200 marketers who attended the
As marketers, we know that today, customers have more power than ever over how they spend every dollar. They go online to research products, consulting others, and using digital assistants to find the best products and the best value, even for seemingly simple purchases like toothbrushes and baby wipes. And because they use technology to do it, they provide us with more information than we’ve ever had, allowing us to understand them better, personalize our interactions and create completely new customer experiencesin both the consumer and business space.
Digital footprints are a marketer’s secret weapon
In a world where digital disruption is the norm, how can businesses avoid falling victim to the same fate? How can we, as marketers, leverage the positive effects of digital footprints to learn about our customers and create highly personalized interactions that not only meet, but exceed customer expectations?
Part of the answer is automation and the data it delivers—and there’s tons of it. We have more information about customers as a whole and as individuals than we know how to handle, manage or interpret. What do we do with it?
Wrong-term data vs right-term thinking
As David told the audience, we have to know when to rely on short-term data and when we need long-term data instead. The issue isn’t which is right, but which one is right for our current purpose—and context always matters. “Wrong-term data” exists and “right-term thinking” needs to be our focus.
When did our customers become so demanding?
So now what?
I came away excited about the opportunity that we as marketers have to become all-round specialists. We need to be customer-obsessed, with ecosystems to support customer-centricity. This includes knowing our consumers better than ever before and being able to influence business decisions cross-functionally. This partially comes from recognizing and using data signals that are intent-oriented, and architecting teams that are channel-agnostic. That’s the only way we can deliver on our mandate to drive sales now and in the future.