The Secrets of Success in Marketing

76 PART 1 Closer to your customers: the true measure of success

The 360-degree view is an integral element of customer rela-

tionship management. Relationships with customers are not

possible without understanding who your customers really

are, what they value, what they want to buy, and how they

prefer to interact with and be served by you. Moving your cus-

tomer relationships forward requires a deeper understanding

of customer characteristics and behaviours, such as your cus-

tomers’ purchases and related spending patterns, their current

potential value to your company, and other characteristics.

Creating a single point of contact for all ...