Today, customers have far more control in their interactions with companies — whether that’s in the course of purchasing products, getting deals or for some other reason. Many factors have contributed to the shift, but one thing is clear: The voice of the customer has become paramount, and customers are driving the bus on purchasing.
And, as customers increasingly operate with the proliferation of communication channels –from social media to mobile devices to the company’s website to traditional phone calls — companies have had to adjust. They need to stitch together all of these sources of data to get a 360-degree view of the customer, and use that data to market and sell more effectively to these consumers.
In the war for customer acquisition and retention, a customer’s location has become a key piece of information. — Read the rest of this article on TechTarget.com