Given the sheer quantity of touch points between customers and brands—onlineand offline—the challenge of collecting,reading, and reacting to every emotional cue in appropriate ways is enormous and growing. But it’s clear that customers don’tcare whether it’s difficult or expensive tohumanize relationships at scale. Companies that aren’t focused on building emotional bonds risk losing customers to competitorsthat are figuring it out—and it’s hard to winback old friends once you’ve lost them.
Most organizations already have a wealth of data about customers that can help jump start this process. It’s gathering and using that data—at the right time, in the right way, at scale—that will distinguish tomorrow’s most beloved brands.