Forbes: A North Star for Personalized Customer Experience

The following post was written by Greg Kihlström for Forbes. Read the original article here.

As a marketing leader, it is hard to avoid the continual barrage of statistics showing how consumers prefer and respond better to a more personalized experience before, during and after a sale. This leads to the question: What exactly makes a great experience, and what principles should guide our brand as we plan the customer experience of the future?

I have identified four core principles that I call our North Star goals. They may not be immediately achievable for even a sophisticated company, but all brands should strive to reach them. This is a concept I talk about in more depth in my book, House of the Customer, and it is something that marketers are increasingly being tasked with achieving over time.

This article was written by Greg Kihlström for Forbes. Read the original article here.