Felix Velarde is Founder and Managing Director of leading eCRM strategy company, Underwired, and he is also the Course Leader for eCRM at the Institute of Digital and Direct Marketing. We caught up with Felix recently after our January Brand Breakfast, at which he was a speaker. Here are the key points:
- Customer engagement is centred on increased understanding of consumers in a way that allows better engagement with them through digital channels.
- Such understanding of people goes beyond behaviour and demographics but the needs, attitudes and motivations of customers.
- Know their motivations, and you know how to create power to build lasting relationships with them.