Who decides where, how and when a purchase takes place? The customer — in more and more cases.
Given that the customer is in the driving seat, the brand must increasingly focus on his or her behaviors, which become key indicators for predicting the likelihood of an actual sale. And thus, customer obsession is born. This term describes the need for companies to maintain a constant connection with their customers and to quickly intercept every need and new novelty.
How can you put Customer Obsession into practice? Data is certainly a good starting point — in other words, the company must put a series of technological strategies in place. These strategies should collect data on customer behaviors and track customers’ paths and feelings during the buying experience, across all channels and in real-time. The data must be analyzed for actionable and useful information (not just “the usual” KPIs), and the company must learn to make decisions quickly based on these insights.
This path is not easy and not all sectors have an urgent need for Customer Obsession strategies. It is important to note, however, that once these strategies are implemented, they will bring about significant improvements.