Author: Glen Hartman

Glen Hartman

Glen Hartman runs Accenture Interactive’s business in North America and has global responsibility for creating and building capabilities in Digital Marketing and Digital Platforms and Operations.

In 2013, Glen was cited by Forbes as a 'top 10 influencer' in digital marketing. A recognized expert on Web 2.0 and emerging digital marketing technologies and methods, Glen authored Digital Optimization™, which demonstrates how to leverage digital channels, design and technology to optimize customer experiences and relationships.

Glen’s market perspectives on digital transformation and customer experience have been featured in Wall Street Journal, Harvard Business Review, Forbes, Advertising Age.

How to shift from ecommerce to 'c-commerce': four steps to follow

Ask the question your competitors aren’t: 'what would my customer expect?'

Today’s consumer is fickle and expects the world. Now. Whether looking to purchase a safe new car, a coat for the winter or plane tickets for a weekend getaway, each individual or business customer has a unique process to identify the right product and a long list of demands the delivering brand needs to meet to make the sale.

These include offer value, trust, best price, easy purchasing experience, customer service, and engagement with relevance. And the list could go on.

For a company to be on the top of the consumer’s purchasing list, or at least in the short list of contenders, it needs to understand every aspect of the consumer and establish a comprehensive commerce strategy that will give the consumer not only what they want but what they expect. Now.

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Why CMOs should make business decisions based on consumer needs

Chief Marketing Officers need to become the “Consumer SME” for their company and make business decisions based on consumer needs to achieve loyalty and repeat business.

Consumers are the most important asset to any business. Without consumers buying a product or service, there will no longer be products or services to sell.

Knowing the consumer is the key driver to business success. Chief Marketing Officers (CMOs) need to take strides at becoming the “Consumer SME” for their company and make business decisions based on consumer needs to ultimately achieve loyalty and repeat business.

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