Marketers must invest in processes and structures to share customer data
Consider the example of online retailer Zappos, which maintains a master record for each customer. Anyone in the organization, not just those on the sales team, can see the full sweep of a Zappos customer’s history with the brand. This 360-degree view ensures the company can deliver a consistent customer experience regardless of channel, and also empowers employees so they can deliver exceptional results to the customer and, by extension, the business.
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