Over time, customer marketing teams have understood the need to get closer to customers by talking to them in a much more personalised way, tailored to their profiles.

This strategic shift has required considerable effort, involving the adoption of new technologies and a major transformation of businesses and sometimes organisations.

Looking back at older practices allows us to see how far we have come since then, but also to identify what we still need to do to achieve the Holly Grail now within reach of all customer marketing teams: to be able to nurture a relevant, unique and lasting relationship with each and every customer.

Time for a paradigm shift!