ASK AN EXPERT

Voice of the Customer is no longer considered “nice to have” but “need to have,” yet marketers are still challenged to not only hear customers, but to listen to them. What are the biggest benefits you receive and challenges you face with surveying/listening to customers?

In order to both facilitate engagement and build customer loyalty, it is no surprise that most brands and marketers find themselves in pursuit of a high level of personalization. What are the challenges your organization faces when it comes to personalization and how is your organization working to build authentic relationships with customers through the power of personalization?

Few technologies have changed the nature of human interaction and mass communication as quickly as social media. How do you think social media being used differently today than a year ago, and how do you see it changing over the next year?

In their sales calls, websites, and articles, vendors and marketing service firms tout how Apple, Amazon, and other highly successful companies use the latest marketing technology. However, many marketers are only just beginning to leverage technology to acquire detailed information about who their customers are, where they live, where they shop, and what they buy. Should all brands try to become the next “Apple” or “Amazon?” Or is it more realistic and beneficial for brands to understand their unique brand identity, and then define objectives, process, and programs that align with that unique identity?