Think with Google!
Think with Google by Google
Marketers have more data at their fingertips than ever before, giving them insight into every step of the customer journey. According to a new Harvard Business Review report, using this data to improve the customer experience is key to creating a competitive advantage in today’s market.
“At Google, we refer to those intent-rich moments—when someone wants to learn, go, do, or buy—as micro-moments. Connecting in these moments requires comprehensive data and analytics that can drive better experiences throughout the customer journey.”
Using the Data – A new approach
Many companies take a product-centric approach and use data to generate value for themselves.
Take airlines, for example. Decades ago, they were the trailblazers in customer analytics, using sophisticated data to drive dynamic pricing and reward their best customers with loyalty programs. But since then, airlines haven’t done much more to add new value to the product. By contrast, The Ritz-Carlton Hotel Company has focused on creating sustained value, using data and analytics to benefit its customers. It tracks special requests (like nonallergenic pillows) so that the company can anticipate the customer’s needs on their next stay.
A new paper from Harvard Business Review shows how leading marketing organizations have created new value for the customer and established a competitive edge.
Read this report by Harvard Business Review and Google on