Many companies continue to interact with their customers as they have always done. Whilst at the core these companies still operate as analogue businesses, new digital technologies are impacting how we communicate and interact with our customers.
The marketing approach rapidly changed from mass media to online advertising, while communication has moved from generic and qualitative insight-based to personalised and data-driven messages. Relationships with customers are changing as new sales channels arise with personalised offerings and engagement opportunities becoming more available.
We continue to see that customers across industries are not just looking for a simple product anymore. They are becoming more critical and increasingly demand a more seamless and personalised experience.
Winning in this new era does not only require a new strategy but moreover a different way of working. Capturing data and leveraging analytics are a necessity to win the customer and maximise value.