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Know your customer

Written by Ignacio de Andrés for Buljan & Partners Consulting

Know your customer: easy to say, much harder to perform. It’s been a while since the first time I heard about “know your customer” as a key factor in many Sales & Marketing strategies. In most of the cases, the excitement seemed to stop right after implementing an IT solution and filling it with loads of data. Why?

First of all, “with great power comes great responsibility, and getting to know your customer requires not only data, but:

  • Data Intelligence to make useful information out of it.
  • Well-defined and better-established processes to streamline the path from need detection to experience delivery.
  • Leading management ready to get the best out of that power (in terms of specific and innovative actions to delight the customer)
  • Passion from his personnel to take the experience to the next level.

If it’s not the case, we will end up turning on the “offer machine-gun”, leaving the customer drowning in low-value, loosely related with his needs offers and information. Sounds familiar, doesn’t it?

That’s why at Buljan&Partners, we believe a more holistic approach to Customer Centric Management is not only possible; is THE framework a company needs to apply to position itself as customer-centric towards external and internal customers, keeping both groups observed, understood and motivated, in order to achieve long-term profitable relations.

Let’s “Walk the Talk” together to a real KYC (Know your customer) experience

 

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