As executives, entrepreneurs and marketers, we’re constantly trying to find innovative ways to increase revenues, cut costs, and increase customer profitability. And with so much information rushing in from CRM systems, email marketing, call centers, web analytics, and more, a lot of marketers are looking to cash in using predictive analytics and big data.
The key to understanding your customers lies in a business’s ability to deliver a message that motivates, moves and resonates with individuals. This can rarely be achieved through generic mass-mailing campaigns. Companies that are most effective in influencing customers’ attitudes, views and behavior, are those that succeed in applying the advice of the Roman statesman Cicero and think the customer’s thoughts, feel the customer’s feelings and speak the customer’s words through their marketing campaigns.
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