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Customer-centric experiences through data

Author

Listed:
  • Slovak, Chris

Abstract

As brands shift from product-focused to customer-centric business models, their interactions and relationships with consumers are both driven and defined by data. As digitisation accelerates, increasing competition and putting more power in the hands of consumers, brands must use clean, accurate, high-quality data to deliver valuable, positive experiences that will result in a sustainable advantage. This paper outlines five key factors companies must consider when using data to create customer-centric experiences and empower marketers with the data-driven mandates generated by these continually evolving elements.

Suggested Citation

  • Slovak, Chris, 2019. "Customer-centric experiences through data," Applied Marketing Analytics: The Peer-Reviewed Journal, Henry Stewart Publications, vol. 4(3), pages 206-213, February.
    • Handle: RePEc:aza:ama000:y:2019:v:4:i:3:p:206-213
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    More about this item

    Keywords

    customer-centric; customer experience; data layer; brand relationships;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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