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By Luc Burgelman, CEO, NGDATA
No matter which company they interact with, consumers today have far greater expectations from their experiences – especially from their favored vendors. Service is king and the customer is always right have been thrown on their heads and are being taken to a new level when it comes to wowing and keeping customers. Add to this that content is being consumed through a growing number of channels including mobile devices, social media, web, mail, email, television, etc.
Companies can no longer treat/view customers in aggregate, demographic categories— making broad offers through fixed channels if they want to stay on top. They need to see customers as individuals who they know well and serve like no other. Companies that...
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