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“The biggest sources of opportunity are collaboration and partnership. And today, with digital communication, there is more of that everywhere. We need to expose ourselves to that as a matter of doing business.” – Mark Parker (CEO, Nike, Inc.)

It is estimated that in 2017, over 1.66 billion people worldwide bought goods online. In the US alone, e-retail sales amounted to 2.3 trillion dollars, which according to experts, is projected to grow to 4.48 trillion USD by 2021.¹ Online shopping is no longer the fragile bubble it was in the 1990s. It is a thriving industry that has become a way of life for most of us.

Besides allowing enterprises to maximize their operational efficiency, the Internet of Things also opens up a whole new world of interfaces across which enterprises can connect with their customers. The shift embodied by the IoT isn’t merely an opening up of new channels of marketing. Rather, it fundamentally restructures the entire relationship chain between the enterprise, its products and its customers.

The secret of knowing how happy your customers are is to ask them. Feedback from customers are invaluable to a business. For decades surveys have given organizations a tool to have an open and honest communication with their customers.

Remember when Arnold Schwarzenegger strutted into a police station and said, “I’ll be back”? For many of us, that iconic movie, The Terminator, was our first brush with Artificial Intelligence. Then came The Matrix, A.I., and several others. Today, AI does not look anything like the Terminator. Leather-wearing, gun-toting-robots have been replaced by sleek self-driving cars, IBM’s Watson and Amazon’s Alexa.

What is Customer Success? 

Customer success simply means focusing on the results your customers get from using your product¹. The more successful outcomes your product generates, the likelier they are to continuing using it. This might seem like common-sense, but involves a basic shift in thinking – from products and features to outcomes and business benefits. That is, focusing on why customers bought your product and whether those needs are being satisfied.

The obvious goal of an internet marketing campaign is lead generation converting to customer acquisition and retention. In order to build a successful online marketing strategy and keep it on the right track, constant monitoring and acknowledging customer feedback should be the thumb rule. Furthermore, it is essential to choose the most cost-effective and relevant plan that can assure maximum ROI. Pushing the boundaries of web technology should be the ultimate motive of any internet marketing tactic in order to achieve valuable leads.

Handling the customer journey in 2014 is extremely complex. People expect information to be available instantly on the go that too free of cost. Marketers are now challenged in terms of producing content that will satisfy their customer’s insatiable thirst for information. Moreover,22% of average consumers want to interact with brands throughout their buying journey. There are some crucial points for marketers to observe while marketing to their audience in 2014.