Currently the mass markets era has dead, because companies can now interact directly with customers, and they should do it. Despite this is something we know, there are a lot of companies living in last era. But the reality is that we are in time of most powerful communication technology available to market players, and we are talking beyond CRM’s systems.
A marketing department should have a strategy not with focus in fast profitability for the company, even in this time, but focus in maximizing customer lifetime value. We know that, but… what are we using? Really are we thinking in customer segments or in to push products?
We have technology, we have an environment with relationships in two ways, so firms should think in customers, leads and loyalty ways, not in products nor advertising.
Firms and customers have to build value among them, it’s creating a new concept its building relationships…at least it’s “relation marketing”. Even some people speak about to create a new marketing department with focus only in customers, like a customer service and customer managers, they speak about chief customer officers instead marketing departments.
In the new model, the shift from marketing products to customers demand is a shift from product profitability to customer profitability, second it’s not thinking in current sales but in customer lifetime value.
But in all companies can achieve this new model because shift is inevitable, and transformation must be driven from the top down.
Source: Harvard Business Review
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