In the article “Competing on Customer Journeys,” David Edelman and Marc Singer identify four competencies marketers need to assist buyers as they move through their journey of making a buying decision and consuming. The four competencies are:
- Proactive personalization
- Contextual interaction
- Journey innovation
The authors suggest that marketing is generally reactive to customers’ needs in the buying journey, but instead marketing can proactively add value throughout the buying process.
- Think about your experiences as a consumer. Identify a company that could benefit from implementing ideas from this article to add value to helping buyers through the customer journey. Which of these competencies would be most valuable in this effort? Why?