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Beyond marketing


Today’s digitally-enabled and connected customers expect convenience, immediacy, choice and clarity

So how can marketers and businesses create unique customer experiences that build lasting customer relationships?

As Alan Thorpe, Managing Director of Bray Leino Yucca, explains in this short video the ability to rapidly innovate and adopt new customer experience models has become the key difference between organisational success or failure. Re-imagineering of customer experiences is the new competitive battleground and goes way beyond marketing.

Re-imagineering the customer experience is a serious change challenge for most CEOs since it threatens business models that have often been around as long (and often longer) than television. Success means looking beyond the old agency worlds of ‘optimise response rates and improve channel performance’ by partnering with business leaders to invent and deliver new customer experiences.

Customer experience innovation isn’t a marketing challenge alone. We need to change interactions and engagement with consumers across multiple channels and through purchase journeys. It’s a combination of business strategy, people strategy, marketing strategy, tech and data strategy. At Bray Leino Yucca, we call this ‘Whole Picture Thinking’ - thinking that orientates an entire organisation around constant innovation of the customer experience. Imagineering how our clients can meet changing customer experience expectations is the future for our clients and for us.

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