As a marketer, there is a constant focus on “building relationships” and “engaging customers”. However, according to the HBR article below, most customers are not interested in continued and constant engagement. Furthermore, many customers do not like constant touchpoints/interactions.
Check out this article by Karen Freeman, Patrick Spenner and Anna Bird on how marketers often get it wrong and what they can do to target their customers in more meaningful ways.
How do you connect with customers? Does the article make valid points or do you disagree with the premise and points? Let us know in the comments!