We hear a lot about customer centricity and customer obsession. And the importance of having one consolidated view of your customers. How many businesses that you patronize really understand your needs, wants, likes and dislikes as they relate to their product and service? Are you given the opportunity to provide information that would better inform their picture of you? Are your complaints, accolades, requests heeded? Collection of data--- useful, relevant data is the start. Customer Intelligence can provide the insights that make what we know about customers more actionable. Developing programs that enrich customers' engagement with a company that provides valued products and services can cement the relationship and dimensionally enhance lifetime value.

An interesting blog on resolutions for bank marketers for 2012 brought to mind my ongoing admonishments about the importance of being mindful of consumers preferences. Marketing budgets are finite and all companies want to make the most of those limited dollars. Doing more with less is a mantra these days and one closely heeded by most marketing departments...

There’s lots 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?