Brands need to answer a few questions that will prove their mettle as customer- centric firms suited to the ongoing digital age. To begin with, the brand needs to clarify whether the focus on the entire customer journey, or merely at some noteworthy touchpoints. The entire data warehousing done thus far has to be given a rethink. All of it may not be entirely useful, so the right restructuring of the same will be needed. Thorough research needs to be conducted to understand the causes of various actions that the customers are taking. This business research needs to be not merely quantitative by qualitative as well. The quality and relevance of all company communications need to be reassessed. The people of course being most important also need to be reevaluated regarding the right fitment.

Source:https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/five-questions-brands-need-to-answer-to-be-customer-first-in-the-digital-age

Uploaded Date:10 January 2019