Keeping Customers in the Digital World
Wednesday, November 21, 2018
By Antony Edwards
Today, customer data, knowledge, and insights are more valuable and of more strategic importance than ever before.
Customers have more options, greater access to pricing information, and greater means to share their experiences with others, both good and bad, yielding more power, choice, and influence than ever before.
Companies that succeed in this environment are those that become obsessed with understanding their customers – Amazon is a wonderful example. It goes to great lengths to exceed customer expectations by leveraging information and insights and can identify cohorts of users such as iPhone users vs Android through to different locations and usage patterns. It uses this information to test, compare, contrast and respond accordingly and is the literal opposite of a ‘one-size fits all’ model.
The trouble with customers
While a trailblazer, Amazon is not alone. There are other companies that are masters at turning data into insights, and making decisions and changes in faster feedback cycles – brands like Netflix, Coca-Cola and adidas. In other words, they find out what’s working and what isn’t and adjust appropriately at lighting speed.
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Original article source: https://cxm.co.uk/keeping-customers-in-the-digital-world/
Author: Antony Edwards is COO at DX solutions firm Eggplant.