Traditional marketing teaches the 4 P's: product, price, promotion, and place. There is no mention of customer. Customers are every company's most valuable asset. We've heard this from everyone we talk to. And we agree.

However, the last several decades have seen companies approach their customers from an inside-out perspective. They focused on internal operations, metrics, processes and organizations and how they could be applied to customers to drive revenue and reduce costs. As the market has shifted, companies have not changed their old approach of addressing their customers to the new outside-in approach: from the customer's viewpoint. To the customer your brand and your company is the same, no matter what the touch-point--be it online vs. storefront, independent franchises, or simply inefficient, non-streamlined and confusing processes and internal operations.

The correct focus is not on sheer numbers of customers, though, but on the right customers--those with the greatest lifetime value. And keeping them. Long-term customers have more chances to learn about the company (and vice versa), so the relationship can become increasingly efficient. They may also make more frequent purchases and buy higher-ticket items as their trust in the company and its offerings grow. The goal of CEM Group is to move customers up the loyalty/profit curve faster by increasing the proportion of experiences that affect behavior in a positive manner.