The digital advantage in customer engagement, and therefore retention, is vital in achieving the much-sought after customer-centric business model; it’s also just the start. Aligning sales and marketing strategies and setting effective KPIs communicated in a closed-loop reporting system is also paramount. Leaders and management teams should facilitate cultural shift through a robust, lead-by-example approach, with the objective that customer-centricity drives brand-consumer interactions at every touchpoint.
Organisations who deploy mature digital strategies in their marketing also enjoy the benefits of being more agile: they can respond quickly and more accurately to developments in the market, based on a deeper understanding of the customer. Across both B2B and B2C structures, although to varying degrees of success, obtaining a 360-degree view of the customer is their key driving principle. The result is that consumers are able to enjoy more interactive, personalized experiences that are far more sophisticated than the traditional sales funnel.
About the Author
Manuela leads the Marketing division at IMS, advising clients on branding and market positioning in both Europe and Asia.
Prior to joining IMS, Manuela worked in financial regulation and compliance. Past experiences include representing France in roundtable discussions in Brussels for the European Venture Capital Fund (EuVECA) Regulation.
She obtained her LL.B (Hons) at UCL before graduating from Sciences-Po, Paris, with a Master’s in Financial Regulation.
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