Advances in technology have allowed firms to assemble massive databases of customer behavior. This has led to a de-emphasis of “soft” attitudinal information — such as getting data on how a customer feels about a product. Instead, proponents of the “behavioral data approach” say that customer purchase behavior includes those underlying attitudes.
So there’s been a massive shift in marketing strategy toward focusing on customer buying behavior as opposed to figuring out customer attitudes and identifying a firm’s actions that drive those attitudes. In fact, the entire debate about marketing versus return on investment reflects the sentiment that insights into attitudes are insufficient and that behavioral insight is today’s benchmark.
All of this can cost MILLIONS to get right.
Well it’s time for all this blinkered philistine ignorance to come to a halt. All Organisations need to do is to ENGAGE directly through REAL people and REAL conversations. Do it systematically and methodically, and build in the Investors in Feedback ‘Ultimate Sales & marketing Question’.
Doing this will save MILLIONS in marketing and make MILLIONS in extra sales and reduced customer churn.
It really AIN’T rocket science!
