For the last 2 decades, marketing has been obsessed with the great Customer Acquisition Costs (CAC) arms race. Digital media gave marketers incredible horsepower for acquiring new customers, with great emphasis on filling the top of the funnel, and less thought to retain customers. Today, the focus is on nurturing and creating value out of long-term relationships with customers to increase loyalty.
In this whitepaper, the two authors, Greg Cross, Soul Machines’ CBO, and Fergus Hay, CEO of the marketing firm Elysian Fields, discuss why businesses should invest in assets enabling empathetic Customer Experience: