Can Brands Deliver True Customer Connections?

We are moving from a passive world of CRM (customer relationship management) to an active world of CMR (customer-managed relationships) where the customer is in control and connected like never before. They decide what they want, when, how and where they want it.

This movement to CMR has always been on the cards, but has been accelerated by waves of disruptive technology. Consider the impact to customer expectations that interactions via mobile wallets, voice recognition, chat bots, and facial recognition have. These expectations will only continue to increase. The pressure is on for brands to deliver the experiences customers crave, which encourage them to remain loyal and promote advocacy.

In collaboration with DataIQ, RAPP has created a piece of original research which looks to highlight the challenges faced by brands when delivering sought-after customer experiences at every point in their journey.

We highlight areas for consideration when planning or maintaining customer relationship and experience goals within an organisation. We will reveal what it takes to truly connect with the customer.

Take a look at our full report, which you can download here.   

Andy Rowe is head of marketing sciences at RAPP UK