Customer-centric experiences through data

Chris Slovak

Applied Marketing Analytics: The Peer-Reviewed Journal, 2019, vol. 4, issue 3, 206-213

Abstract: As brands shift from product-focused to customer-centric business models, their interactions and relationships with consumers are both driven and defined by data. As digitisation accelerates, increasing competition and putting more power in the hands of consumers, brands must use clean, accurate, high-quality data to deliver valuable, positive experiences that will result in a sustainable advantage. This paper outlines five key factors companies must consider when using data to create customer-centric experiences and empower marketers with the data-driven mandates generated by these continually evolving elements.

Keywords: customer-centric; customer experience; data layer; brand relationships (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:ama000:y:2019:v:4:i:3:p:206-213

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