In my previous article, I discussed the importance of delivering a great customer experience — and using Customer Lifetime Value — as a concrete, quantitative metric to understand how well your business is doing at delivering a great customer experience.
Delivering a great customer experience requires marketers to do two important things. First, marketers must organize the company around the customer to deliver a better experience. And secondly, the marketing department must capture the data to get closer to their customers. Data is the key ingredient to delivering a great customer experience.
Sprinting and still behind
So, to deliver a great customer experience, how are companies — and marketing departments specifically — keeping pace with changing consumer trends and behaviors? Unfortunately, many are not. And it’s understandable, given the rapid pace of change.
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