In the last five years the amount of data generated by a single consumer has increased 100-fold – a process that shows no sign of slowing down. Over a similar period we have witnessed fragmentation in the method and frequency of customer interactions, coupled with an expectation on their part that sales and enquiries will be handled with increasing degrees of personalisation. Moreover, there is no doubt that on-line transactions have increased the pressure on off-line transactions to deliver exemplary customer service.
Such an environment presents substantial and evolving marketing challenges, including:
• The choice and the amount of information now available to consumers to make buying decisions
• The increasing use of social media tools to evaluate products and services
• The increasing expectations for personalised interaction at every stage of the customer journey
• The ability to organise data, technology and marketing processes to meet these challenges