Customer experience marketing
This article is part of a series of articles on customer experience marketing. Read more.
There's no doubt about it, today's world has dramatically changed the customer-supplier relationship. We've seen a proliferation of touchpoints providing consumer-supplier contact; a proliferation of social technologies allowing consumers to make their voices heard; and in turn a proliferation of potential data about those consumers to enable businesses to optimise their customer experiences. Consequently, there is no excuse for businesses not to be in the know about their customers.
But the way forward isn't necessarily clear. The market research industry...