Customer centricity - the advantage for your marketing organization!
Chuck Ballard 270003BSKY CWBALLAR@US.IBM.COM | | Tags:  marketing emm mdm
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So . . . . what is meant by customer centricity? And why really is it important?
The term customer centricity is being used more and more today in executive board rooms and strategic planning meetings, in organizations of all sizes and in all industries. The exact definition can vary somewhat from one organization to another, but essentially it means that to thrive, organizations must understand their customers at a personal, individual level, and must use that understanding to transform the way they run their business. The importance of customer centricity might be greatest within a marketing organization. Traditional mass-market approaches are typically far less effective today. You need to target individual consumers and get their attention. Want an example of how to do that?
Well, you are in luck. There is a recently available IBM® Redbooks® publication that provides a blueprint for breaking down information silos in organizations to establish a foundational cross-channel 360-degree view of individual consumers, and describes how you can use that 360-degree view to improve both your outbound and interactive marketing across all channels. Click here to download that Redbooks publication.
You will find information on steps to help you evolve to a customer-centric approach in you marketing organization, such as the following:
Want to get the advantage? Be sure your marketing organization is embracing a strategy of customer centricity!