Defining and managing the customer journey
That's according to Tamara Grunebaum, VP at Theory Global, because the customer journey is becoming increasingly complex.
Ad blocking is on the rise, and GDPR is going to be a real concern for all marketers. The way to address this is with greater empathy – going back to the human approach and building a real customer culture.
The most difficult part of building a customer-centric business is changing the internal culture of the organisation, she adds. Every single person and department need to be trained to address customer service.