The optimism of #Purpose & science of #design in forging #digital customer experiences! Opinions my own!

Knowledge speaks, but wisdom listens. – Jimi Hendrix

Action vs Offer; what’s best for the business vs best marketing outcome?

The choice of alphabet A>O will determine the level of decisioning backbone maturity.

NBA also implies the abundance of insights and models to be invoked as decisioning levers. NBO is therefore a subset relevant only in orchestrating optimal customer interactions.

Marketers have different yardsticks of success, and allowing us (guilty!) leeway we might turn the entire exercise into a lead generation fest – which sounds good but might be detrimental to the customer franchise as a whole.

We get pats on the back for reeling in a voluminous amount of leads, sometimes (now more so) by the conversion rates. We rarely, if ever, get into discussions about building a profitable customer franchise. Ever. We don’t even get penalised if the quality or longevity of the acquired customers are suspect – hence some out there actually say we destroy, not synthesise value. How dare they?

The fact is, we don’t have an inkling what smarter growth really means. There’s an organic way to grow, and then there’s acquisitions (of another company) to assimilate their customer base – just ask Oracle or IBM.

Smarter growth implies we take a risk vs reward approach towards marketing. The lure of stupendous lead volumes must be weighed against whether we are taking on toxicity with the newly acquired customers – I call them the fugu customers – we need a skilled chef (marketer) to treat these select customers but if successful we are rewarded handsomely.