Picture this. You’re at a Gourmerican burger joint chomping a cheeseburger, when an outspoken vegan friend starts preaching that you’re killing the planet. Last week, that same vegan downed a pricey glass of pinot before their flight to a far-flung destination, armed with their strongest mossie repellant and first aid kit. Anything amiss?
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.
Register or Login to continue
This article is only available for subscribers. Sign up now for free and get free access to premium content from ARN, CIO, CMO, Computerworld, IDG Education, IDG Government, and IDG Health.