I’ve helped clients with forming marketing communication plans, strategy, mobile messaging, and how to improve the customer experience (CX) in multiple channels.
Listening is the key. By this I mean 'listening' to the market, to what customers say, watching what they do and what isn't being said. Fundamentally, it's taking what you learn and being vulnerable to your customer in order to build trust and have an authentic relationship.
Authenticity requires behavioral insight. Start with the powerful and timely moments a customer has a need. Deliver on the promise and you may get to start a relationship.
To do this requires investing and deploying the tools to listen and learn at the points of interactions. It's an exciting place to be.