Human data: The powerful differentiator for Fedex, MassMutual and Gilt

Abstract

A cataclysmic shift is occurring in business-to business
and business-to-consumer marketing. Customers are ignoring generic
messaging and demanding personalised and relevant communications
based on their individual preferences. Findings from extensive
voice-of-customer research indicate that, notwithstanding privacy
concerns, customers are willing to provide detailed information in
exchange for increased value and relevance. Marketers must
therefore adopt transformational strategies that recognise the
value of human data, and offer individualised communications in the
form of personalised offers and experiences. This paper shares
research findings and provides case studies from major business
innovators to demonstrate how reengineering customer engagement
drives significant improvements in key metrics and results.