What does determine the economic success of the company? Organisations deliver value to customers by making available to them goods and services that meet their needs. Customers have become increasingly discerning and demanding. They expect to receive relevant messages and a good customer experience. To achieve this, organisations need to understand their different
customer segments and the channels by which to reach each segment. Key account management, direct sales, omnichannel, telesales, online, content and performance marketing, up-selling or cross-selling are just a few concepts that each company should focus on. Organisations need a multi-channel integrative customer model that delivers customer value and significant return on investment. Failure to connect across all channels will eventually erode the organisation’s brand reputation and ability to completely satisfy its customers. Increases in engagement with the consumer and providing a unified consumer experience can increase advocacy and this leads to significant returns to the bottom line.
In fact, only a small percentage of companies uses techniques such as segment analysis, channel profitability, customer life time value analysis or customer relationship management. And this is actually the key to effective management and to the rapid development of the company.
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