Our overall brand perceptions are invariably shaped by our experiences. And loyal customer relationships can be severed in moments by a negative service interaction.
One-to-one engagement has become a catchcry of the marketing community, but in reality many still haven’t worked out how to act at such a personalised level. Obstructions include legacy systems, prehistoric processes, poor data and metrics, and siloed teams.
Once upon a time, a massive organisation like Telstra would have been placed firmly in this group, but its CMO, Mark Buckman, believes the company’s heft is actually helping drive its one-to-one strategy and improve customer services and advocacy.
“This is a big organisation that’s acting in many ways as a small organisation, trying to get more intimate with our customers, and we are using our scale to achieve that,” says Buckman, who is not only Telstra’s CMO but also became executive director of digital content services and IPTV last March.
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