Today, major industries have been able to deploy big data platforms that are designed from the ground up to support machine learning techniques. As a result, companies are able to test thousands of marketing messages and automatically determine and execute what's best for each customer at the right time.
Recently, the annual list of companies with the worst customer service came out and it got me thinking. It's time that marketers seized the opportunity of "helpfulness" and use its value at every stage of the purchase journey, from prospect to long-term, raving fan. All too often, helpfulness is dismissed as a throwaway, when it can be transformed into your most valuable engagement strategy.
When we talk about marketing, we often talk about defining your ideal customer, creating great content, and making sure that the product you're selling delivers on your promises. But we don't talk enough about customer service and how exemplary customer service is an important element of successful marketing.