New summary available for Connect

April 17, 2015 - PRLog -- Customers are in control of the marketing messages they receive—both the content and the delivery. They expect to have the same experiences whether they are online or in a store. As Lars Birkholm Petersen, Ron Person, and Christopher Nash make clear in Connect, when companies value customers and offer personal experiences based on their preferences, customers are more inclined to come back. Savvy companies know they can no longer offer “one size fits all” interactions to today’s customers, but instead must develop unified and connected customer experiences that benefit both businesses and customers.

Accordin to the authors:

*Businesses are no longer in control of the communication process, as customers decide what marketing messages they want to receive and when they want to receive them.

*Companies need to evaluate their current success metrics to ensure that they tie in to the overall strategic objectives and goals.

*Leaders who want their companies to become more connected will have barriers to overcome, such as silos across departments and data that are not connected.

*Moving through different stages of connectedness will require the investment of time and resources, as businesses need to develop a unified goal regarding the customers.

*The ultimate goal for a company is to create lifetime customers who will also serve as advocates for the company.

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