I-commerce

Episode 10 - Your customers are seeking education--and need empathy

Episode 10 - Your customers are seeking education--and need empathy

It's ironic: Manufacturers are in the best possible position to provide information and education about their products to customers. And yet companies who've long relied on distributors often don't understand how to talk to end buyers. Have you ever tried to buy, say, an appliance, and discovered that the maker's web site may have marketing messages that speak to the aspirations of the brand, but doesn't provide basic information about deciding which is the best product for your needs or even specifications that are critical to making your decision? This is a huge, lost opportunity to create a happy, loyal customer, as Inxeption's Vice President of Customer Success Swati Jain explains in this session with with CEO Farzad Dibachi and Chief Content Officer Joan Hamilton.

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