Episode

When Customers Are 90% Decided: Rethinking Marketing’s Role

Podcast

The Cambridge Marketing Podcast

Published

Feb 19, 2026

Duration seconds

2062

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https://LightBlueMedia.podbean.com/e/when-customers-are-90-decided-rethinking-marketing-s-role/

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https://mcdn.podbean.com/mf/web/hqviashpmbeagbp8/Automotive.mp3

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Summary

Paul Smith, Marketing Director at Hendy Group, shares what automotive can teach marketers about trust, complexity and modern buying behaviour. When customers arrive 90% decided, marketing’s job shifts from persuasion to reassurance. We talk brand architecture, managing multiple audiences, ethical finance, reputation tracking beyond NPS, and why customer experience is a system... not a moment.