Human data: The powerful differentiator for Fedex, MassMutual and Gilt

Ernan Roman and Mike Rude

Journal of Digital & Social Media Marketing, 2015, vol. 3, issue 1, 31-36

Abstract: A cataclysmic shift is occurring in business-to business and business-to-consumer marketing. Customers are ignoring generic messaging and demanding personalised and relevant communications based on their individual preferences. Findings from extensive voice-of-customer research indicate that, notwithstanding privacy concerns, customers are willing to provide detailed information in exchange for increased value and relevance. Marketers must therefore adopt transformational strategies that recognise the value of human data, and offer individualised communications in the form of personalised offers and experiences. This paper shares research findings and provides case studies from major business innovators to demonstrate how reengineering customer engagement drives significant improvements in key metrics and results.

Keywords: customer experience marketing; CX; customer engagement marketing; voice of customer; VoC; 1:1 marketing; omnichannel marketing; multichannel marketing; CRM (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2015
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