Today’s buyers have more ways to interact with businesses than ever, but this increase in communication channels and platforms doesn’t necessarily translate to a positive customer experience.

Only 22 percent of consumers say the average retailer understands them as an individual, and only 21 percent say the communications they receive from the average retailer are “usually relevant.”

This paper will explain the benefits of moving from feature-focused, specifications-rich tactics to adopting a more buyer-centric approach.