Customer obsession is one of those trends worth the hype. Who would argue the virtue of knowing your customer so well that you actually anticipate their interaction with your brand and outperform against their expectations?
And technology today is fast proliferating to enable this promise of customer-obsessed, people-based marketing at scale. Marketers can now realize the potential of serving customers the kind of meaningful interactions that used to only happen in real life. Like the nice couple at your neighborhood grocery store that know your name and the way you take your coffee, technology exists to facilitate experiences that are light on friction and rich with personalized surprise and delight.