In an increasingly competitive marketplace, with limited resources and more demanding customers, thought leaders in organizations strive to increase profitability and reduce churn by becoming more customer-centric. But amazingly, very few companies, even those with a good understanding of their customers, really know how this can be achieved.

This shift requires some fundamental changes. Firstly, organizations must move away from product or business line structures, or they will lack a holistic view of the customer and communicate from multiple silos. Secondly, companies should progress from promoting their brand and move toward listening to the customer, learning which channels and creative content are the most relevant, and understanding and refining messaging so they have personalised, one-to-one dialogues in order to speak in the right tone of voice.

Marketing Automation provides businesses with a closed-loop system that goes beyond traditional direct channels, such as direct mail, outbound telephony and email. For brand consistency, organizations need to consider how to capture vital information, required to personalize these channels. Often, if delivered via disparate technology point solutions, this is not easily achievable. 

For true customer engagement you need to build out the blue print of the customer, effectively “fill-in-the-blanks” on the information you hold, and collect and utilise to engage in relevant dialogues with them. Furthermore, only by coordinating cross-channel marketing communications through collaborative departmental planning and sound integrated technology investment, can this information be collected as actionable data and customer-centricity truly realized, and leveraged.

About Mark Galvin

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