There’s so much choice available that customers can pick and choose who they buy from and where, when, and how it happens. They want to discover, research, evaluate, and purchase on their preferred channel. Give them that option, and they’re more likely to choose you. That’s the whole point behind the multi-channel approach.
In today’s world of technology innovation, really understanding the customer is more important than ever, according to Holly Kramer.
“This disruption that’s going on in so many industries is largely a function of unmet customer needs,” the experienced marketer, former CEO of Best & Less and now non-executive board director for a host of well-known Australian brands including Australia Post, Woolworths and Nine Entertainment, tells CMO.
“Whether it’s using technology to make your experience or product better, creating a new business model, or tapping the wisdom of the crowd through social, customers are so much more powerful today. Companies who for years have said customers are important now know they have to understand them to a degree they don’t currently.”
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