Memory, an under-exploited strategic lever in customer relations :
Larketing and sales departments invest massively in data to personalize the customer experience but qu’en-Is there memory in this relationship?
In addition to The accumulation of figures, often limited to a few years, conceals a narrative and heritage potential that is still under-utilized.
Yet history and current events, identity and data can levers for reinvent the customer relations.
Memory can become a real driver of differentiation and loyalty but also a key reading to rethink customer strategy taking into consideration the passé and better anticipate the future.
Find out how Nicolas Bartel and Pierre Volle (Paris Dauphine University), with contributions from the Institut Choiseul, the Observatoire des mémoires and Eurogroup Consulting, rethink customer relations through memory.
