New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Businesses must learn from each customer interaction to improve what they can offer.

This piece notes that brands often look at customers from a channel specific point of view. This often results in “inconsistent experiences,” “disconnected conversations,” “channel-specific interactions” and “irrelevant messages.”

The article quotes customer journey analytics experts at Thunderhead who believe that customers want a brand to know their needs and treat them as individuals. Brands must comprehend the consumer’s intent and eliminate friction consumers may experience in order to provide them a smooth customer journey.

Companies must learn from each customer interaction and improve the choices it offers. Brands must collect information from various sources to meet consumer needs in real-time. The buyer owns the journey, companies must listen, learn and respond accordingly.

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[4 minute read]

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