1. Now: Consumers will want to interact anywhere at any time.
2. Can I: They will want to do truly new things as disparate kinds of information (from financial accounts to data on physical activity) are deployed more effectively in ways that create value for them.
3. For me: They will expect all data stored about them to be targeted precisely to their needs or used to personalize what they experience.
4. Simply: They will expect all interactions to be easy.
You can’t offer a customer service training session and expect this to change the culture. Organizations—no matter their size—will need to subscribe to customer-orientation programs that include training, integration with performance expectations and reviews, incentives and rewards, and ongoing measurement. If a marketing and customer orientation doesn’t exist internally, it can’t exist externally.
Marketing is about to change—again. How will your small business or nonprofit prepare?