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

Page: https://stenobird.com/podcast/the-cambridge-marketing-podcast-1276035/when-customers-are-90-decided-rethinking-marketing-s-role
Text version: https://stenobird.com/podcast/the-cambridge-marketing-podcast-1276035/when-customers-are-90-decided-rethinking-marketing-s-role.md
Podcast: [The Cambridge Marketing Podcast](https://stenobird.com/podcast/the-cambridge-marketing-podcast-1276035)
Published: 2026-02-19T15:13:56+00:00
Episode link: https://LightBlueMedia.podbean.com/e/when-customers-are-90-decided-rethinking-marketing-s-role/
Audio file: https://mcdn.podbean.com/mf/web/hqviashpmbeagbp8/Automotive.mp3
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JSON: https://stenobird.com/v1/public/podcasts/the-cambridge-marketing-podcast-1276035/episodes/when-customers-are-90-decided-rethinking-marketing-s-role
Duration seconds: 2062

## Resource

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.

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## Transcript

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