We started this blog to encourage discussion of the deeper issues surrounding a customer-focused, data-driven approach to creating value both for customers and for shareholders (an approach that, in the past, has been called “database marketing” but that we prefer to call “customer intelligence marketing”). We believe that the intelligent approach to create products and services that customers want, at the volumes and margins that make it profitable for organizations to offer them, is to start with the customer: as Larry Selden said in “Angel Customers and Demon Customers,” the only source of profitability is customers, not products or services, so it is best to pay very close attention to them. If an organization takes the time to develop a deep understanding of their customers, and uses that understanding to re-focus the organization around the customer and develop honest, authentic, and interactive communications with these customers, the result will be better products and services (happier customers) and greater levels of profitability (happier shareholders).
It all starts with Customer Intelligence, and PNT Marketing Services operates from the primacy of this imperative: Know Thy Customer. Companies which choose to ignore this imperate operate at their peril, and will soon find themselves struggling for relevancy – and profits – in a fast-changing world where companies that get it will be the big winners. Founded in 1988 by Tony Coretto and Phil Jarymisyzn, PNT Marketing Services, Inc. is a database marketing consultancy that strives to help our clients develop and leverage Customer Intelligence to improve their products, services, and profitability. We look forward to speaking with you.
