Forward-looking companies adopt strategies that distinguish the needs and preferences of the customer, and then craft communications and offers that resonate with him or her on a personal level. Companies that do this well, dubbed "leaders" in a recent Aberdeen study, are seeing an 8.9 percent average response rate compared to 3.4 percent for "followers."
"Truly integrated marketing," according to Don Peppers, founding partner of Peppers & Rogers Group, "occurs when a customer's own world view is infused into all of a company's customer-facing processes."
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