Change is afoot. Now more than ever, consumers are demanding more intimate interactions and world-class customer service. Share of wallet is rewarded to organizations that create highly relevant and personalized customer experiences. That means corporate marketers are increasingly relying on local and field resources to engage with local audiences more intimately. Marketing is no longer a centralized function!
Unfortunately, for industries with a distributed sales and marketing presence (like Insurance, Financial Services, Franchises, Pharmaceuticals, and Hospitality) empowering local resources is challenging. It's all too common to see fragmented and disconnected systems supporting customer communication in these industries. Corporate marketing struggles to control the brand which ultimately leads to less autonomy in local markets.
Gleanster Principal Analyst, Ian Michiels, takes a look at how Top Performing distributed organizations are embracing multi-channel communications and achieving industry leading performance as a result.
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