July–August 2014
Article
Harvard Business Review

Unlock the Mysteries of Your Customer Relationships

By: Jill Avery, Susan Fournier and John Wittenbraker

Format:Print

Abstract

Consumers have always had relationships with brands, but sophisticated tools for analyzing customer data are finally allowing marketing organizations to personalize and manage those relationships. With this new power comes a new challenge: people now expect companies to understand what type of relationships they want and to respond appropriately—they want firms to hold up their end of the bargain. Unfortunately, many brands don't meet those expectations.

Keywords

Brand Management; CRM; Brands and Branding; Marketing; Marketing Strategy; Customer Focus and Relationships; Customer Relationship Management; Consumer Products Industry; Retail Industry; United States

Citation

Avery, Jill, Susan Fournier, and John Wittenbraker. "Unlock the Mysteries of Your Customer Relationships." Harvard Business Review 92, nos. 7/8 (July–August 2014): 72–81.