As customers and consumers, you and I now have many ways to tell suppliers what we want, when, how and to give them feedback on their performance as suppliers. Clues from our website navigation patterns, social likes, trolley abandons, and even instant chats, together with in-person conversations make up the rich spectrum of omnichannel experiences. But not all suppliers seem able to use this information effectively. My colleagues and I advise marketing leaders on analytics that can sort through all this useful information, but the frequent surprise is how some teams lose themselves in the detail. Often, teams seem to find it challenging to stay true to be the basic job at hand - using information from customers in the best way to drive growth, customer satisfaction and profits.
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