Building a personal relationship with the customer is one of the founding stones of loyalty. You can see this in any kind of environment, but for the sake of simplicity let’s take a familiar setting: your local pub.
Buried deep in newspaper reports and press releases about 2015 figures and a pessimistic outlook for retail chain Next this Easter weekend was some fundamental news.
“Next is planning to save £8m by not sending out glossy catalogues to shoppers who don’t want them” said The Telegraph on Good Friday. The money freed up would be directed into digital, it stated.
Recent meetings with clients and prospects has raised this issue to the top of my mind: who exactly is responsible for deliverability?
And by ‘responsible’, who carries the can if it all goes wrong?