Marketing turning cross-functional as customers seek personalised service

Marketing is increasingly turning cross-functional as customers seek seamless and personalised service from brands

AAccording to the fifth Salesforce State of Marketing report released on Thursday, 59 per cent Indian marketers are engaging with their customers across one or more marketing channel in real time.

With unprecedented choice and access to information, today’s customers demand an overall experience that matches their standards for product quality. High-performing marketers set themselves apart by not only delivering the right message on the right channel at the right time, but by leading customer experience initiatives across their broader organizations.

For example, Godrej Group’s Consumer Product group, has been listening to its customers, analysing conversations, and responding in a