The Department of the Customer

Effective web teams cannot live within a single traditional department such as marketing or IT, writes Andrew Eklund of Ciceron Marketing in Minneapolis. “In my mind, a new Department of the Customer needs to be established where marketing, product development, and IT work side by side to achieve new levels of customer satisfaction and market intelligence.”
He argues that the engine of this new department is a metrics and analytics platform that prevents internal departmental fiefdoms and puts attention squarely on what the customer is actually doing, what she wants, when she wants attention, and why she’s buying or not buying your products and services.”


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