Building Customer Equity in the Age of the Customer
These are times of momentous change.
Customers who are now empowered with real-time technologies are changing the way they search, identify and engage with products, services and companies. For companies too, the availability of ubiquitous technology and communication tools means that they are able to understand people and their needs in real-time.
Writing in their seminal book, Customer Equity: Building and Managing Relationships as Valuable Assets, Robert C. Blattberg, Gary Getz and Jacquelyn S. Thomas, argue that customer equity management is now possible because of intersecting advances in four areas:
Affordable information technology | Low-cost communications
Sophisticated statistical modelling | Flexible fulfilment
Information-based targeted marketing is becoming more efficient and effective than blanketed mass marketing. By working with Hansa Cequity, CMOs can bring in customer-equity-based thinking to their marketing programs and win in the Age of the Customer.
Write to us to learn more about Customer Equity