Achieving A Customer-Centric Business: Why Marketing And IT Must Merge For Better B2C blog header image

Achieving A Customer-Centric Business: Why Marketing And IT Must Merge For Better B2C

As the world faces further modernization, becoming evermore connected by ways of technological proliferation, how can a business make their customer’s experience count? Today’s consumers are changing largely as result of a wide range of competitors,  causing them to feel more empowered to take their business elsewhere if they don’t receive quality service. Competitors, which serve as options for the consumer, mean businesses better hope they are better than the other guy at what they do.

As such, with consumers demanding more personalized experiences, how can a business maximize the potential of every business-to-consumer interaction, making their customers feel as though their needs are recognized intimately?  Even more so, how can multichannel retailing, including  a marketing and IT merge address customer concerns of impersonal interactions, leading to a business model which is engaged before, during and after the transaction?
The year for the dissolution of the B2C disconnect is 2016. Consumers worldwide, of a multitude of products and services commonly claim that one of their top customer service problems is with companies that fail to listen to their needs… This creates a major division within the B2C interaction, which leaves the consumer feeling disengaged and separated from their own buying or service experience.  This phenomenon is becoming more of a problem, requiring attention if businesses intend to hold their current market shares.

What’s surprising, remarks Don Schuerman, CTO and vice president of product marketing for Pegasystems, is “… how many customer-centric businesses haven’t progressed beyond the basics of customer service at a time when customer service expectations are reaching new heights.” Don Schuerman further contends that customers “are going to continue to expect faster, more relevant and personalized service from any channel, at any time, so it’s up to brands to have that infrastructure in place…” This is where the evaluation of your entire B2C tradition is critical.

When Marketing and IT merge, this allows for a new found cooperation wherein the marketers can sell a new level of personalized customer-centric B2C intimacy, surpassing models of the past in their service-centric industry. Successful brands know that a positive experience only occurs when marketing and sales work closely with IT to drive strategy at a very high level.”

Each step of the consumer experience, from transaction, to service, to support and so forth, contains the ability to make-or-break the resulting B2C relationship. What occurs during these steps set the tone for continued business, positive word of mouth, and overall positive brand imagery.The future of marketing is not one-size-fits all, but rather, requires new models which are conducive to customer-centric realities, while working to understand the unique needs, behaviours, and patterns of consumers.

 

Works Cited

Eddy, Nathan. “Consumers Dissatisfied With Telco, Broadband Customer Service.” Eweek.com. December 13, 2015. http://www.eweek.com/small-business/ consumers-dissatisfied-with-telco-broadband-customer-service.html? utm_source=twitterfeed&utm_medium=twitter.

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