Understanding, anticipating and satisfying customer needs is a strategic imperative. While a customer focus generally has strong support from the C-suite, overall marketing budgets declined last year. As top brands raise the bar for the types of experiences that customers expect from all brands, marketing leaders are forced to do more with less to meet their customers’ needs.
Use this framework for identifying and serving high-value customer segments to justify customer-centric initiatives by showing how they contribute to near-term profitability and long-term growth.
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