Consumers today know they deserve more than ever before when it comes to expecting superior experiences from brands. Customers want to be recognised, want to be nurtured, want to be heard and want to be pampered. If they trust a brand enough, they are willing to hand over personal data and information, just so they may be treated as special.
On the other side, as marketers, we seek customers who will love us, customers who will trust us, customers who will be our advocates and customers who will make us part of their lives. Therefore, the easiest place to start is with customers who have whispered their secrets to us; from the data they’ve shared, always knowingly, always willingly, kno
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