In plenty a company, customer service is the only tangible contact (or touchpoint) a customer has with a company. A lot of customers spend an awful lot of money (hundreds or even thousands of euros a year) with a company. On top of that, for a lot of companies, customer service is their (only) differentiator from competitors. That’s why customer service is so important; companies that listen to their customers, carefully study market trends and take customer service at heart, get out of their way to exceed customer expectations, drive repeat business and boost brand recommendations. These types of companies evolve from customer service to customer activation.
Nowadays, the business environment is changing faster than ever. Whether you are one of the bigger players or a smaller company, national or international, we all have the same end goal of growing our business. In the current economic landscape, we face challenges every single day to stay ahead of the competition and to keep up with the radical changes that are taking place at a speed never seen before. Consumers have become more empowered than ever and have the power to make or even break brands. In order to be able to react quickly to emerging consumer needs, companies need to collaborate structurally with them.
As published in MarketingTribune on February 24, 2015. Big data is just data, no more, no less. The current image of big data reminds me of a famous Winston Churchill statement: “Now this is not the end. It is not even the beginning of the end. But it is, perhaps, the end of the beginning.” Big data has taken up a fixed place in our society and will continue to grow exponentially. It is the end of the beginning, in a way that the challenge is to keep transforming big data into inspiring and activating consumer insights and to distill personal and relevant value for the consumers from it.