Loyalty360

Leveraging insight, interaction and continuous improvement to drive customer centricity

Since the beginning, most marketing business models have been built around organizational structures, management and incentive plans, financial systems and the four P’s of marketing: product, price, promotion and placement. The focus was completely on the product.

Many organizations have professed to shift their attitudes, claiming to be “customer-focused,” “customer-obsessed,” “customer-driven” or whatever. But even to this day, the heart of most business models remains product-centric.

Instead of having a primary focus only on the four P’s, organizations can enhance their marketing by evolving to a customer-centric business model that focuses on insight, interaction and improvement - the three I’s. These companies will exploit readily available capabilities to excel in all three dimensions:

• Deepening customer insight. Manage data, profile and segment customers, and predict customer behavior.
• Choreographing customer interactions. Develop and optimize strategies, and manage customer engagement at the enterprise level.
• Continuous improvement. Measure and report KPIs that matter, optimize investment of sales and marketing resources, and continuously learn from every customer interaction.

This white paper is a practical guide for senior marketers and decision makers across the enterprise. It provides straightforward advice on how to build a more durable and profitable customer base by:

• Building a more competitive business model based on the three I’s of marketing.
• Fostering customer-centric business strategies in a product-centric organization.
• Transforming volumes of customer data into insight that can be used to make smarter decisions.
• Taking a progressive strategy for implementing the technology to get there.

When a company uses customer insight for their customer interactions and utilizes a closed-loop system of continuous improvement, customer-centric strategies can succeed even in the most product-centric organizations.

Download the whitepaper here.

Leveraging insight, interaction and continuous improvement to drive customer centricity

Since the beginning, most marketing business models have been built around organizational structures, management and incentive plans, financial systems and the four P’s of marketing: product, price, promotion and placement. The focus was completely on the product.

Many organizations have professed to shift their attitudes, claiming to be “customer-focused,” “customer-obsessed,” “customer-driven” or whatever. But even to this day, the heart of most business models remains product-centric.

Instead of having a primary focus only on the four P’s, organizations can enhance their marketing by evolving to a customer-centric business model that focuses on insight, interaction and improvement - the three I’s. These companies will exploit readily available capabilities to excel in all three dimensions:

• Deepening customer insight. Manage data, profile and segment customers, and predict customer behavior.
• Choreographing customer interactions. Develop and optimize strategies, and manage customer engagement at the enterprise level.
• Continuous improvement. Measure and report KPIs that matter, optimize investment of sales and marketing resources, and continuously learn from every customer interaction.

This white paper is a practical guide for senior marketers and decision makers across the enterprise. It provides straightforward advice on how to build a more durable and profitable customer base by:

• Building a more competitive business model based on the three I’s of marketing.
• Fostering customer-centric business strategies in a product-centric organization.
• Transforming volumes of customer data into insight that can be used to make smarter decisions.
• Taking a progressive strategy for implementing the technology to get there.

When a company uses customer insight for their customer interactions and utilizes a closed-loop system of continuous improvement, customer-centric strategies can succeed even in the most product-centric organizations.

Download the whitepaper here.