Personalization isn’t the sole responsibility of marketing, although it still often treated that way. Customers can tell the difference between a truly customer-centric company and a company that only claims to care about its customers.
“The most important thing firms can do right now is to reinvent themselves from the outside in to win, serve, and retain customers by connecting all the digital experiences across the customer lifecycle — marketing, sales, procurement, using a product and servicing a product,” said Brian Hopkins, VP and principal analyst at Forrester Research.
Read the full article at: www.informationweek.com
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