A 360° view of customers is essential for the modern marketer. According to Stefaan Claes, International CRM & Digital Marketing Director at Kinepolis, the customer is in the driving seat and he doesn’t intend leaving it.
Moreover, Stefaan says, the customer has become ‘mature’ and recognizes (the games of) marketing. People more than ever want honesty, transparency and authenticity. However, most of all they seek relevance.
Relevance, Stefaan says, is earned through, among others, personalization, depending on customer preferences. Permission is not enough anymore. What matters most is understanding the preferences of your customers and acting upon them by being relevant.
This is impossible without knowing your customers, regardless of interactions. A 360° view of customers is essentials and a single-channel approach, for instance via email, does not suffice anymore. Integrate around customers and their preferences.
At Kinepolis, this vision is implemented throughout the whole marketing strategy as you can read in this Kinepolis success story.
In a recent (Dutch) collaborative white paper, Stefaan offers some tips.
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