Tag Archives: customer
Your company’s customer-centricity profile reveals the capabilities you need to succeed in digital media, as well as whether you are a leader, scholar, pioneer, or novice in this critical marketing field. This article introduces the Booz & Company Digital Customer Centricity Profiler, which enables you to see what kind of digital marketing plan might be a game...
Jane wants to buy a TV and starts her shopping journey with a Google search. She finds an electronics review site, clicks on a banner ad, reads about the product details, and decides to go into the store to see the model. She speaks with a sales associate and posts a picture of the TV on Facebook for her friends’ feedback. She also uses her smartphone to do a quick...
Companies with an eye for the future are turning their focus to the emerging field of open service innovation. Too often, when we think of a service process, we think of what the provider must do, but such thinking results in frustration for the customer – who will defect in an instant. When we think of service processes, think of the customer as a co‐producer of value. Go...
“Put down the customer. Step away from the marketplace.” That’s what Craig Burton once said to a clueless marketing officer at a meeting we both attended a few years back. It was one of the most right-on things I have ever heard uttered inside a company. It also comes to mind every time I hear unwanted surveillance of customers rationalized for marketing...
