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Redefining Customer Value
Redefining Customer Value
By SMBWorld Asia Editors | Mar 14, 2011
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Today’s communication tools are creating a new transparency between companies and their customers. This transparency is being imposed by customers seeking to interact with managers, employees and executives across an organization.
Just 52% of survey respondents are confident that their companies are using technology adequately to understand customers, and just over one-quarter believe that their companies are able to respond adequately to new business environments.
The CMO should partner with the CFO, and share information more frequently with the legal and risk departments. Currently, this link has been forged primarily in the heat of crisis, when companies are facing falling revenue or a situation that can harm the firm’s reputation. Smart competitors will pull finance, risk and marketing together as a matter of course to leverage customer inputs for wider benefits.
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