As we've moved through the layers of customer relationship maturity levels – the degree to which the experience offered by a brand engenders engagement and loyalty to earn long-term relationships – you're well on your way to identifying and thus improving your company's standings with customers.
With this information, you can be more prepared to leverage preference data to interact with customers in ways that build affinity, loyalty, and relationships. Moving from company-centric all the way through to customer-centric is a journey, but it's a worthwhile one.
Whether you see yourself as reactive, customer-centric, or somewhere in between, it's beneficial to recognize certain truths.
First, the Customer Relationship Maturity benchmark scale is merely a reflection of what's already going through the mind of your customers. Brands and interactions are constantly being graded and earning reactions whether they know it or not. The data proves this.
Second, the good news: It is possible to improve. Technology paired with expertise can untangle and address complex, disparate enterprise systems and shift them toward flexible, permission-based models.
Last, savvy companies recognize that the customer-centric movement is only speeding up. Broad trends are apparent as we shift toward empowered, eager consumers – meaning that each day without interactive, permission-based relationships represents lost ground.
Learn more about the road ahead in this short video and by reviewing our Preference Data ROI whitepaper.
In the following weeks, we'll continue to roll out videos to guide you through the power of preference data. If you haven't yet explored our Resource Center, you can download the Preference Data ROI whitepaper here.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.
With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.