This shift has forced marketing teams to look for ways to better understand their customers as individuals. Doing so requires fundamental organizational changes and new technologies that can unlock customer data from the silos typically owned by IT and data science teams. With access to this data, marketing now has the opportunity to create and deliver personalized customer experiences.
Delivering a 1:1 personalized experience at scale requires the intelligent interpretation of many different data sets, all that impact some stage of the customer journey. To ensure your brand is able to transform and succeed in the era of customer experience, we’ve identified six steps that are critical to developing a customer-centric marketing strategy.