At Open we identify and examine customer issues. At DNA we deliver on that thinking.

"We cannot solve our problems with the same thinking we used when we created them." - Albert Einstein

Commercial Intimacy

Close to me?

Aaron Carson April 2011

Let’s get one thing straight – the closer you are to your customers, the better your chances of meeting their changing needs and building a positive and enduring relationship. Our existence as a species relies on interaction, so it’s no surprise that when you improve the inputs and grow intimacy, you also improve the output and results. Traditional approaches to marketing are no longer completely effective, and why would we expect them to be when so much has changed? The new reality is that organisations have to engage with their communities on a virtually personal basis. That’s tough – increasingly tailored offers, the tapping of social networks, self service and transparency are becoming the new norm. If I was a betting man (and I am), I’d wager that organisations who really understand and respect their communities and service them accordingly will be more successful.


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