posted on Jul. 30, 2024 at 5:19 pm

If it’s not human, it’s not strategy

posted on Jul. 30, 2024 at 5:19 pm

Cheil’s Brenda Kassir explains the strategy behind why we need to start asking customers the right questions to improve their experience.

Human-led strategy. Image sourced from Pexel.com
Strategy is inherently about calibrating the levers we can control to compel customers to act or think about our product, service, or brand in a certain way.
In this way, strategy at its heart should be human-centred, and it should spur a concurrent customer experience. Can someone please explain that to my bank?
Recently, I had a problem with my bank account that remains unresolved. Though my relationship manager has since apologised, citing ‘back office’ issues, I find two issues problematic with this response:
First, had the bank used the plentiful data they h

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Tags:Brenda Kassir Cheil human-led Strategy

the authorShantelle Nagarajan

Shantelle Nagarajan is Campaign Middle East’s Junior Reporter who covers marketing news which focuses on FMCG, real estate and brand retail industries. Her features delve into brand strategy, appointments, trends in consumer behaviour and CX. Shantelle also contributes to social media coverage, editorial event programming and print content work. She previously worked in PR and marketing, most recently at Edelman, where she was part of the Brand team. When she’s not writing for her day job, you can find her with her nose buried in a book, playing at a weekly open mic night or doom-scrolling the latest make-up challenges on TikTok.