Brands with strong sense of purpose
draw people in, aligning people inside the
organization while driving momentum
outside of it.
Embracing Customer
Experience CX
As well as delivering on the demand for
a different kind of supplier, brands are
beginning to recognize the importance of
customer experience (and how it can help
them to compete). This necessitates the
process of brand-building that cultivates
stronger relationships with customers,
leading to more choice, loyalty, and
profitability.
That said, nowadays, there is a significant
difference between customer-first and
customer-centric. Being truly customer-
centric today means going deeper than
just offering a product or service that the
customer wants, and truly recognizing
how customers think, feel and behave,
and then delivering the most optimized
experience possible across each and every
customer touch-point.
Making data-driven
decisions
While companies are placing more
emphasis on building their data
capabilities, there is the recognition
Successful compa-
nies will frame their
‘go-to-market’ strat-
egies based on mar-
ket foresight rather
than simple back-
ward facing insight.
They will be adept
at converting market
knowledge and intu-
ition into strategies
that signal a differ-
entiable
customer
experience, as well
as produce enhanced
revenue streams and
an expanded cus-
tomer relationship the company on the deeper level that
contributes to building long-term loyalty.
that these efforts are only scratching the
surface of the opportunities at hand. Jonah Owade Otieno is a Chartered
Marketer and the Regional Sales
and Marketing Head, Kenya Power
Coast. You can commune with him
on this or related issues via mail at:
Grjon123@gmail.com.
However, experience shows that any
company that puts technology first and
brand second isn’t likely to sustain growth.
While people may enjoy the experience,
they aren’t necessarily connecting with
Conclusion
The only constant is change, within this
ever-shifting context, growth becomes
ever more challenging. Businesses need
a medium that clearly communicates
purpose and energizes cultures, a platform
upon which to create engaging and unique
experiences, a means to stay relevant,
meaningful, and valued.
In this changing world, businesses need
to engage their customers and build
stronger brands more than ever. There
is need to understand the real role of
marketing away from the traditional 4P’s
(Promotion, Place, Product, Price) and
the generic consideration of marketing
as a by-the-way reactionary department.
There needs to be a strategic approach to
marketing planning which fully takes into
account the existing business operating
environment.
ltd