Smart Marketing

Foreword

We live in the “customer age.” Today, customers are quite simply spoilt for choice as battalions of product and service providers fight to secure a share of the customer’s wallet. Not only are choices proliferating at an alarming rate, but the customer’s ability to secure detailed information on the range of offerings has also reached unprecedented levels—and we can be sure that this will only intensify. Thanks to online product comparisons to Facebook, and other social media posts on service quality (or experience), the power in the supplier and customer relationship is now firmly with the customer.

Indeed we hear much these days of organization’s spending large sums of money to understand the “customer experience,” and identify those ...