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June 06, 2018
Avoid alienating your customers when providing location-based services
By: Jodi Ader

As the senior marketing executive of your company, your responsibilities include delivering your marketing message to customers. You have decided to leverage your company’s digital technology to provide your message to their mobile devices about the products and services offered by the company to meet customer needs and wants.

Your customers, however, are already bombarded with unwanted ads and are protecting their privacy with do-not-track and ad-blocking apps. Your company’s board recently challenged you to leverage the company’s investment in digital technology and grow market share, sales, and profit and invited the chief technology officer to collaborate with your marketing team to implement location-based services.

You have found out that it is essential to identify the resources available with your company in terms of technology to support network requirements. Your marketing team has also focused on determining the opportunities and challenges that vary across industries and the impact of communication and media on your target customers to meet these opportunities and challenges. However, you come across a major challenge in the process of trying to enable location-based services, with the core concern being the skills and knowledge to analyze large data sets to predict customers’ intentions. At the same time, you are bound to ensure data security.

Do you want to ensure customers are identified, selected, and engaged in a manner that does not alienate them? Do you want to be able to provide your customers with the information they request in real time based on their exact locations? Is it important for your company to protect your customers’ privacy and personal information? The Accenture Academy courses Location-Based Services in Customer-Provider Relationships, Opportunities and Challenges of Location-Based Services by Industry, Technology Methods Used in Location-Based Services, and Provider Push and Pull Location-Based Methods for Engaging the Customer will provide you with the necessary information you need to design and implement location-based services that enhance customer satisfaction.

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