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What has changed for the ABM?


Recognition of ABM benefits is rising. It has been proven to work. When I started using the approach it was one of the few initiatives we were using at the time and considered more a corporate level approach. Today I see it through the lens of how to make the customer special. Engaging directly with the customers is quite a leap.


The recent shift has forced innovation and different thinking not just in terms of embracing digital, but exposure through people.

I am talking about a positive development of showcasing best cases, personal stories, and experiences. Instead of brands and positioning, we are exposing our people through social engagement, allowing our organization's personality to shine, and thus we are again becoming more human. This way we can better listen, understand what customers are going through, understand their position, and how we respond to that makes all the difference.