Call it the “age of the customer” or the era of the “Internet of me”...just don’t call it an engagement landscape that brands control. Customers are absolutely in the driver’s seat, defining which channels they want to use and what experiences are most valued as part of their own self-discovered customer journeys. In a landscape where no single customer’s journey is identical, the new mandate for marketers is to develop, orchestrate and optimize an ever-agile, flexible and nimble customer engagement strategy.
These adaptive customer engagements must be fluid in the eyes of the customer yet structured, architected, intentional and measurable in the eyes of the business. Simply put: Marketers need to be ready to engage with customers like never before.