Years ago, marketers knew how to build relationships. They knew their customers’ names, remembered their preferences, understood their needs. Storekeepers and tradespeople listened to their customers, responded to them, thanked them for their business.

The rise of media advertising in the 20th Century built strong international brands, but changed this dialogue into a monologue, and treated customers as a mass audience. The development of database technology and the introduction of customer loyalty programs in the 1980s and 1990s were revolutionary innovations. But these programs became an end in themselves.Customer Relationship Management (CRM) technology offers data, but often fails to provide actionable information for marketers. And traditional loyalty programs have become too complex and expensive for many marketers, while losing their power to motivate consumers.

Today, one size no longer fits all. That’s why we’ve been developing more flexible ways for our clients to maximize the value of their customers, from acquisition throughout their lifecycle. More nimble strategies to focus on the elusive target that is today’s customer. And more responsive, cost-effective ways to serve our clients.

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