Creating valuable and lasting customer relationships is essential for companies in their pursuit of consistent, sustainable growth. To achieve this, companies must deliver personal customer experiences while also keeping the cost of sales at a healthy level.
There are now greater expectations, not only for brands from their customers, but also for clients from their agencies, employees from their employers and agencies/partners from their providers/suppliers. We are in the expectation economy.
The evolution of digital has developed over several years, but since the start of 2020 the pandemic has pushed the acceleration of digital to new levels. Brands today can’t solely rely on pre-existing strategies and must continually pivot their media approach as we navigate change.
As we move away from a world of marketing and move towards one of customer experience management, businesses will find themselves needing to transform in order to meet customer needs and to deliver on the more authentic and personal experiences they seek.
Have you ever purchased something on Amazon so quickly that you have had it sent to the wrong address? Was the process so slick, so easy, so ‘frictionless’ that you browsed, added to basket and checked-out without realising that you had?
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