Make 2014 the year of the customer

UK plc looks like it’s finally on the up as business leaders begin planning for the next 12 months. I for one am feeling optimistic about what the year ahead has in store for our industry and believe that the strategic marketing priority of 2014 should centre round the customer experience. Why? In this data-driven economy of ours, it is companies who put the customer first and who deliver an outstanding customer experience that will gain the competitive edge.

Why now? This is the year that the traditional roles of brand advertising, response marketing, retail promotions and customer service will be broken down to be replaced by a focus on creating great customer experiences that add real value. Examples such as Nike Fuelband now redefine the role brands play in people’s lives and these experiences are powered by data. For brands to succeed in a highly competitive market they need to create life-enhancing value that goes beyond what their products offer to convert consumers into lifetime customers.

This trend signals a major shift in the way brands will acquire and retain customers. People willingly share their information with brands when they receive genuine value in exchange and when they trust the company. New interactive channels such as on-demand TV, interactive out-of-home media and augmented reality will continue to provide brand communicators with opportunities to engage prospects and customers in new data-driven ways.

Our data-driven economy also brings with it challenges and responsibilities. Companies who are careless with data or take advantage of their customers will lose out as data-savvy consumers take their business to brands that are honest and fair, respect privacy, are diligent with their data and take responsibility. That’s why the DMA has redeveloped its Code of Practice based on these five principles, which we’ll be unveiling in the next few months.

By taking the steps to protect and respect people’s data, we will also be in a strong position to defend our industry from misguided legislation that is harmful to business. The DMA will continue to lead efforts to ensure that the EU’s draft Data Protection Regulation finds the right balance between business and consumers. It’s essential we create the right conditions for companies to use data to add value to their customers, the economy and society.

Are you making 2014 the year of the customer? I’d be interested to hear your views.

Chris Combemale, Executive Director, Direct Marketing Association

More 2014 predictions from the DMA Councils…

A good year for social data, internal collaboration and ROI in 2014

Mobile: a year of change in 2014

Two big trends for 2014: content and retargeting

I see… a good year for marketing

Email marketing in 2014 its so like 2013 only more so

Advertising mail on the up

Growth of digital is driving inserts forward

Exciting new dawn for door drops

Good and bad news for marketing data in 2014

What does the future hold for telemarketing?