Arne makes some great points and suggestions in this piece, not least of which the fact that we absolutely need to consider the customer story when looking at the products and services that we deliver, not to mention how they are marketed. One point I would add to those made by Arne is the underlying necessity of customer information to inform marketing decisions, without which you will be adrift from the consumer’s bigger picture. There is a huge amount that can be learnt from customer data – not just things like address details but also preferences, such as which channel each customer prefers to be contacted via – and it is this which can facilitate a purchase.
Rather than simply offering a product because the customer once bought one a bit like it, these interactions should be about making life that little bit easier, offering exactly the right solution to a problem or desire at the right time when it suits the consumer . To make this work the necessary information needs to be available to the relevant departments – marketing, IT etc – and accessible for it to be possible for it to be used. Although this does take time and effort, to get the right systems working in the right way, and the right information to the right people, the pay off when it is successful can be immeasurable.
-- Ol Janus, Managing Director, EHS 4D Discovery