There’s a lot of talk in marketing about customization, segmentation and one-on-one communications to prospects and clients. We as consumers know that we pay attention to  communications and offers that are relevant to us and demonstrate that the marketer reaching out to us knows who we are and what we want. But how often do you have that experience with the companies you patronize? How often do you receive the right offer at the right time in the right channel?  Forrester’s report from October 27, 2011 entitled, “ CI’s Imperative In The Age Of The Customer: Drive Business Success,” includes the following chart:

Customer Obsession Is Required In Order To Win In The Age Of The Customer

Forrester Research Inc. October 27, 2011

There is increasing evidence that consumers have higher and higher expectations about the experience they expect when spending their hard-earned dollars. Since the recession, many people are reexamining the businesses they patronize and the products and services they deem worthy of investment. This includes receiving information in the channel they choose at the moment they require it. For marketers, successfully delivering on customer experience will require collecting, understanding and managing relevant consumer data including channel preferences. I may choose to receive email from one marketer and direct mail from another and prefer text reminders from a third. Respecting my preferences will go a long way toward getting my attention and fostering a relationship with me. Show me that you know me and I’ll spend more with you!