Jack is married with two children. He earns an above-average income and enjoys spending a good portion of that income at a major U.S. big box retailer. This retailer identifies Jack as one of its marquee customers; its marketing aim is to understand and market to whatever he wants and needs. However, as company leaders shifted the business' focus from mass-marketing retail to customer-centric retailing, they came to realize they just didn't know Jack.
Customer-centricity is the latest CRM buzzword, and nowhere is it more high profile than in the world of retail services.
A CRM strategy objective
In my seven years of experience as a retail CRM development consultant, my premise for success is that customer-centricity begins and ends with information content and flow. Capturing detailed customer information enables companies to segment their customer profiles into a variety of target categories; provide custom products and service...
Customer-centricity is the latest CRM buzzword, and nowhere is it more high profile than in the world of retail services.
A CRM strategy objective
In my seven years of experience as a retail CRM development consultant, my premise for success is that customer-centricity begins and ends with information content and flow. Capturing detailed customer information enables companies to segment their customer profiles into a variety of target categories; provide custom products and service...
