To Sell Or Not To Sell – That Is The Question – March 2016
A successful CRM programme needs to balance the needs of the business with those of the consumer at each interaction. The most successful organisations understand that not every contact will deliver immediate revenue. Knowing when to message commercially – and when not to – is a balancing act; if both brand and consumer needs are balanced in the right way, sustainable growth becomes an achievable reality. Jill explains how we use customer personae and customer contact planning to help clients balance engagement with commercial priorities to deliver sustained customer value.