As marketers are leveraging new tools and technologies to get in front of the customer, it is imperative that they have the right strategies in place to really 'know' thier customers. Understanding your 'Cs'; Customer, Company, Competitor, Context, Collaboration, Content, Campaign, Channel and Conversion are all critical as you embark on your customer engagement journey.

When put into practice, all of these 9 Cs taken together will elevate customer value and highlight relevance at each stage of the buying journey. It will identify areas to cut through the clutter in today’s crowded market - especially as we are all competing for the same consumer’s attention. It also delivers outputs to help prioritization and provides knowledge of where to place big bets around resource allocation and efficiency. It elicits thought-provoking questions and key success factors pertaining to a set of customers for both B2B and B2C companies, for profit or non-profit, of any size and industry.

Leveraging the 9 Cs framework provides actionable takeaways to elevate customer experience and gain a relationship with them - potentially, at first sight, virtually or in-person.