Don't just engage your customers, excite them

Consumers experience an 'excitement point' when they interact exceptionally well with a company, and Gordon Euchler and Falk Fuhrmann explain why such a connection between a brand and its customer is so important for business success.

Marketing is as wide a discipline as human nature. 

While certainly not everything is marketing and there are many more stakeholders beyond the consumers, at its centre, modern marketing has one core imperative: to put the customer at the centre of corporate action.

Nowadays, there hardly is a significant company that does not run a billion-dollar program – US$641 billion across the board in 2022 – to make its customers the centre of gravity in all areas and functions of the company.

Customer-centric management forgot the customers

Unfortunately, many of these programs tend to be less than...

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Insights Team
Bray Leino

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