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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)
 

2016 Hails the new Age Of The Customer

2016 will prove to be the most consequential year for companies adapting to digitally savvy, empowered customers, according to research from Forrester which identified the top ten critical success factors that will determine if companies thrive or fail in the so-called 'new age of the customer'.

Empowered customers are changing the market fundamentals for virtually every industry, forcing companies to reinvent their strategy and operations, and companies can either make the hard changes to dramatically improve their chances to win in the market or preserve old models and defer transforming their operations at the risk of failure, according to Cliff Condon, chief research and product officer at Forrester, whose top ten critical success factors for the coming year are as follows:

  1. Personalising the customer experience (CX)
    Customers will reward companies that anticipate their individual needs and punish those that have to relearn basic information at each touchpoint.
  2. Implementing multidiscipline CX strategies
    Companies that transform operations to deliver high-value, personalised experiences will drive a wedge between themselves and laggards just executing CX tactics.
  3. Disrupting leadership
    CEOs will need to consider significant changes to their leadership teams to win in a customer-led, digital market; CEOs that hang on to leadership structures simply to preserve current power structures will create unnecessary risk.
  4. Connecting culture to business success
    Those that invest in culture to fuel change will gain significant speed in the market; those that avoid or defer culture investments will lose ground in the market.
  5. Operating at the speed of disruptors
    Leaders accept that disruption is now normal and will animate their scale, brand, and data while operating at the speed of disruptors; laggards will continue to be surprised and play defense in the market.
  6. Evolving loyalty programmes
    Companies that find ways for customers to participate with their brand and in product design will experience new and powerful levels of affinity; companies that try to optimize existing loyalty programmes will see little impact on affinity or revenue.
  7. Converting analytics to customer value
    Leaders will use analytics as a competitive asset to deliver personalised services across human and digital touchpoints; laggards will drown in big data.
  8. Mastering digital
    Companies that become experts in digital will further differentiate themselves from those that dabble in a set of digital services that merely decorate their traditional business.
  9. Elevating privacy as a differentiator
    Leaders will extend privacy from a risk and legal consideration to a position to win customers; companies that relegate privacy as a niche consideration will play defense and face churn risk.
  10. Putting in place a customer-obsessed operating model
    Companies that shift to customer-obsessed operations will gain sustainable differentiation; those that preserve old ways of doing business will begin the slow process of failing.

"New market dynamics are in play for 2016 and the gap between customer-obsessed leaders and laggards will widen. The decisions companies make, and how fast they act, will determine if they thrive or fail in the age of the customer," concluded Condon.


Sources: Forrester /
The Marketing Factbook.
Copyright © 2015 - 2025 The Marketing Factbook.

    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)
 
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