New Customer - Passenger Experience
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New Customer - Passenger Experience
Everyone is now focused on the customer experience to drive more brand loyalty, in return increase revenues, while streamlining cost structures. All topics are discussed and considered, #Management / #Leadership, #Customer #Journey, #Social #Media, #Content #Marketing, #Mobile, #Data and many more as they all impact a customer / passenger #experience. Get ready to navigate the next business and social trends that will impact everyone's bottom line. If you want to engage further, reach out via all my social networks, starting with Twitter: @Eric_Determined - Representing new ventures in entertainment, mobile and social engagement - Connect with me via LinkedIn: https://www.linkedin.com/in/eric-silverstein-931521
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How To Become Customer Obsessed!

How To Become Customer Obsessed! | New Customer - Passenger Experience | Scoop.it
Forrester's new report, “A Customer-Obsessed Operating Model Demands A Close Partnership With Your CIO,” dives into the actions you must take to accelerate your journey to customer obsession.
Eric_Determined / Eric Silverstein's insight:

 

To accelerate your journey to customer obsession, here are the 4 key areas shared between CMO & CIO:

 

1. People

2. Process

3. Technology

4. Metrics

 

PEOPLE - Given the rate of technology change, the only thing that is certain about your customers’ expectations next year is that they will be different from today. This is the reason you need close partnership and collaboration across the entire organization.

 

PROCESS - To begin your journey, adopt a business capability focus, mapping today’s capabilities to the overall customer life cycle. Then prioritize investments that best address the outcomes your customers most value.

 

TECHNOLOGY - Successful leaders look at customer value from the outside-in—first understanding the outcomes the customer desires, and then building the technology that the business needs to continuously meet those evolving needs.

 

METRICS - Sharing KPIs that measure the outcomes you deliver to your customers focuses everyone on the right things.

 

What is your organization implementing to stay aligned with your customer desires and expectations? 

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Richard Bradley's curator insight, May 25, 2016 7:55 AM

The impact of Technology on the customer experience - becoming customer obsessed

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How Customer Obsessed Will You Be in 2016?

How Customer Obsessed Will You Be in 2016? | New Customer - Passenger Experience | Scoop.it
The key to success in 2016 will be a relentless focus on customer obsession, writes Forrester's Carrie Johnson Fanlo. Here are some critical success factors.
Eric_Determined / Eric Silverstein's insight:

"Personalization is the first critical success factor in the customer journey

 

Your customers expect that each encounter with your brand will be informed and enriched by current and accurate information about their accounts, history and preferences. They will reward you if you can anticipate their personal needs and wants -- and will punish you if your systems and processes lead to a clumsy understanding of customer details at each encounter.

 

Insights are your competitive weapon

 

Hyperadoption of data-generating devices and products have left firms -- both B2C and B2B -- drowning in data, but starving for insight. Yet, this data hold the keys to the personalization kingdom."


How customer obsessed will your company become in 2016?

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Martine Coutu's curator insight, November 5, 2015 9:22 AM

Le client 2016 s'attendra de plus en plus à une expérience client exceptionnelle. C'est un client qui s'attend à être reconnu (son historique d'achats) , compris et conseillé dans les règles de l'art.

 

Êtes-vous prêt pour LUI?

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Your Customers Are Your Brand!

Your Customers Are Your Brand! | New Customer - Passenger Experience | Scoop.it
“Marketing is a (buyer) journey, not a destination”
Eric_Determined / Eric Silverstein's insight:

Valuable insight from Brand Quarterly interview with Pete Krainik, CEO of the CMO Club.


"Marketing has shifted from top of the funnel advertising to multi-touch #engagement across the entire buyer’s journey with new and significant emphasis on customer loyalty and advocacy.

 

Digital marketing and big #data are the great enablers to iterative and “growth-hack” marketing.

 

Marketers are anticipating where their customers like to be and providing helpful content, context and access at those points. This is the buyer’s #journey #mapping, it has pivoted #marketing to invest along the entire journey with an emphasis on #digital and #content.

 

True customer-centricity and meeting your customer at their preference points are the basis of revenue generation that leads to #loyalty and then leads to #advocacy."

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ValPopescu's curator insight, October 7, 2015 1:18 AM

Marketing has shifted from top of the funnel advertising to multi-touch #engagement across the entire buyer’s journey with new and significant emphasis on customer loyalty and advocacy.

 

Digital marketing and big #data are the great enablers to iterative and “growth-hack” marketing.

 

Marketers are anticipating where their customers like to be and providing helpful content, context and access at those points. This is the buyer’s #journey #mapping, it has pivoted #marketing to invest along the entire journey with an emphasis on #digital and #content.

Mery Elvis Mt's curator insight, October 7, 2015 7:42 PM

Si tenemos un negocio, todos somos Atención y Servicio al Cliente 

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CMOs Shift Investment From Acquisition To Retention

CMOs Shift Investment From Acquisition To Retention | New Customer - Passenger Experience | Scoop.it
In an interesting shift, CMOs are making a marked commitment to improving the overall customer experience.
Eric_Determined / Eric Silverstein's insight:

Are you building ongoing relationships that span all touch points in your customer journey?


"Deepak Advani of IBM Commerce agrees: "The brand/customer dynamic is no longer built on isolated interactions.

 

Content marketing, native advertising and social media are becoming increasingly significant tools for brands that are keen to engage their audiences in a meaningful, long-term way.


It's likely that retention-focused strategies will rely heavily on insights from data: marketers will need to have a thorough understanding of:

  • which channels their audience is using
  • where users are typically dropping off in the purchase journey
  • what type of content users are searching for and for which queries, and
  • which types of content perform most successfully against key engagement metrics like dwell time and repeat visits."


Would you add any additional bullet points to the list?

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Maria Ioia's curator insight, September 15, 2015 10:58 PM

CMOs have been for a long time.

1) It's easier to do

2) Done well, will result in attracting new customer acquisition automatically

Although it does take longer, the results are long lasting vs traditional methods of acquiring quickly yet fail to hold on to them as customers.

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CMOs' Top Goals and Challenges

CMOs' Top Goals and Challenges | New Customer - Passenger Experience | Scoop.it
Marketing Strategy - Chief marketing officers (CMOs) say they are expected to simultaneously retain customers, increase brand awareness, improve customer satisfaction, and increase customer profitability, according to a recent report from Oracle Marketing ...
Eric_Determined / Eric Silverstein's insight:

It costs more to acquire a new user than trying to retain one. Now the question is what are you doing to make sure you retain your customers?


How about on Mobile? how are you keeping your customers engaged and delivering rewarding experiences?

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Cyril BREJCKA's curator insight, July 17, 2015 3:30 AM

Globalement, le débat se déplace en fonction du secteur d'activité, de sa maturité, et surtout BtoB ou BtoC 

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Consumers will grow more powerful - smart #brands will help them do it!

Consumers will grow more powerful - smart #brands will help them do it! | New Customer - Passenger Experience | Scoop.it
To forge those genuine connections, brands will have to be something the consumer chooses to spend time with. A story earned is a penny saved. Brands should tell useful stories and engage audiences, in an unfiltered way, earning consumers’ attention.
Eric_Determined / Eric Silverstein's insight:

Gustavo is absolutely on point:


"To forge genuine connections with consumers, brands will have to be something the consumer chooses to spend time with.


A story earned is a penny saved.


Brands should tell useful stories and engage audiences, in an unfiltered way, earning consumers’ attention."


With everyone focused on #mobile to connect across the #customer #journey, what solutions are you considering to provide lasting engagement?


I can recommend a visual #social mobile platform, in order to leverage  the power of community/loyalty, social sharing and visual engagement. @SNAPCIOUS

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You want to Win - Be #Customer Obsessed!

You want to Win - Be #Customer Obsessed! | New Customer - Passenger Experience | Scoop.it
"The world is changing and it's time to get customer obsessed," Sheryl Pattek, VP & Principal Analyst, CMO and Marketing Leadership Practice Forrester
Eric_Determined / Eric Silverstein's insight:

Sheryl Pattek @Forrester shares:


"We’ve entered the age of the #Customer . We believe we are at the beginning of a 20 year business cycle in which the most successful enterprises will reinvent themselves to systematically serve their customers."


Technology and #Data is enabling greater flexibility to engage, learn and deliver,  is your business ready for the continuous journey with your empowered customers?


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#Mobile Moments Should Equal Useful

#Mobile Moments Should Equal Useful | New Customer - Passenger Experience | Scoop.it
This article is by Josh Bernoff, senior VP, Idea Development, at Forrester Research. He is the co-author of the new book, The Mobile Mind Shift. “Hello, customer. I’m from the company’s marketing department, and I’m here to help you.” That’s something you don’t hear very often. Customers expect marketers to try to [...]
Eric_Determined / Eric Silverstein's insight:

Josh shares his #Mobile insight:


"Start with your #customer and her #journey. Figure out what her real problem is and how mobile could help. We call these points where mobile solves problems “mobile moments,” and they’re very well suited to customers trained to get answers from their phones in an instant. 

Then line up all these moments and evaluate them on two scales. First, are they beneficial to the customer? Second, are they valuable to your company?"

 Share other examples where brands understand how to deliver mobile moments to their customers?
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Ranjit Kovilinkal's curator insight, July 9, 2014 12:23 AM

"Its about relationships...not marketing" - Starbucks

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To Win the Battle for Differentiation, #CMO Must Focus on Personal Value

To Win the Battle for Differentiation, #CMO Must Focus on Personal Value | New Customer - Passenger Experience | Scoop.it
Customer Relationships - Research shows that emotional and personal values matter more to buyers than rational values. So, when marketers discuss the value of their products and services, they should also address the ...
Eric_Determined / Eric Silverstein's insight:

"Research shows that emotional content is the most shared of all content types. More specifically, content that makes people look good and feel good (makes them happy) gets shared the most. In fact, campaigns with purely emotional content performed almost twice as well(31% vs. 16%) as those with only rational content.


Marketing's job is to speak to that personal concern in a meaningful way. After all, people—not organizations—buy products and services."



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Why This is an Extraordinary Time to Lead #Marketing

Why This is an Extraordinary Time to Lead #Marketing | New Customer - Passenger Experience | Scoop.it
This five-part informational series is designed for all those marketers around the world who are aspiring to lead a marketing function. The objective of this series is to share insights, experiences,…
Eric_Determined / Eric Silverstein's insight:

Andy highlights well the key changes taking place:


"Thanks to the evolution and adoption of online communications, businesses are fundamentally changing the ways in which they operate. The number of mechanisms for connecting, collaborating, sharing, and executing business has become richer and more powerful. Immediate access to information, conversation, and opinion has created new opportunity for organizations to create value. If organizations can embrace digitally oriented business models, they stand to gain far more than they lose. Online communications, especially in the form of social networks, are creating a means of interaction within and between businesses that can vastly improve productivity, performance, and organizational effectiveness. The biggest risk is not modernizing your business, particularly your increasingly strategic marketing function, as more agile and sharper organizations are leapfrogging competitors in the land grab for digitally savvy customers."


Embrace change, focus on your #CustExp, understand their journey and offer solutions at every touch point. 


Do you agree with the #CMO image and profile?

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Ranjit Kovilinkal's curator insight, April 14, 2014 12:44 AM

These are interesting times!!!

Ranjit Kovilinkal's curator insight, June 4, 2014 12:51 AM

Dive into the marketing function!

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Content Marketing in 2014 #Infographic

Content Marketing in 2014 #Infographic | New Customer - Passenger Experience | Scoop.it
The following infographic from Uberflip gives a concise view of what the trends will be like in content marketing in 2014.
Eric_Determined / Eric Silverstein's insight:

What are your thoughts on the trends listed within this #Infographic?

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What Leading CMOs Will Do In 2016

What Leading CMOs Will Do In 2016 | New Customer - Passenger Experience | Scoop.it
Eric_Determined / Eric Silverstein's insight:

What leading CMOs will do in 2016:

 

1. Lead customer advocacy — or be led.

 

2. Prepare for experience-driven communications.

 

3. Culture change within company - shifts to customer obsession.

 

Insights shared by Forrester.


Are you anticipating changes in your company's overall customer experience strategy for next year?


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Who Should Oversee the Whole Customer Experience?

Who Should Oversee the Whole Customer Experience? | New Customer - Passenger Experience | Scoop.it
Customers, Value Chain and The Customer Experience Imperative Should the CMO oversee the whole customer experience? Today, the value chain in business has gone from products that became commodities to services that fuel anticipation of superb customer experiences that go beyond anything customers have expected previously. These new customer expectations have put pressure on companies to […]
Eric_Determined / Eric Silverstein's insight:

"Customer Experience Management is a major pillar in many B2C and B2B organizations’ efforts to engage and retain customers. As it gets more complicated to engage and retain customers, organizations are realizing there is more to the job of customer experience than many first realized. This is in part because providing superb customer experiences often means getting many different departments or functional areas to collaborate, especially when they had not been in the habit of doing so before. Many times the reason for the lack of collaboration and why it has not happened before is because it’s not easy."


Dr. Petouhoff shares 10 key challenges for a CMO to take on the role:

1. Confusion abounds on who should lead (own) the customer experience.

2. Agile, design-thinking is required to lead changes needed for successful customer experience.

3. Marketing is often focused on communications rather than innovation, product development and business innovation. 

4. Marketing only recently became more accustomed to being highly measured, so building the business case for the additional responsibilities of the “new” CMO role may be difficult.

5. The Consumerization of IT has created often unfulfilled customer experiences.

6. The abundance of data requires immediate analysis and action to provide meaningful mass personalization at scale.

7. The plethora of data requires a data management and utilization strategy

8. Marketing can be isolated from other departments that affect customer experience and that isolation hurts the ability to lead change.

9. Marketing can be isolated from other departments that affect customer experience and that isolation hurts the ability to lead change.

10. Customer experience requires a highly collaborative individual to lead cross- functional collaboration.


How is it being handled in your company?



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The New CMO Agenda: Shifting to a Customer-Obsessed Model

The New CMO Agenda: Shifting to a Customer-Obsessed Model | New Customer - Passenger Experience | Scoop.it
CMOs must lead the charge to make the customer the center of the universe, designing human and digital experiences, writes Forrester's Victor Milligan.
Eric_Determined / Eric Silverstein's insight:

Designing Human and Digital Experiences Is the CMO's Top Priority - do you agree?


Victor Milligan CMO @Forrester confirms it's no longer business-as-usual, for the following reasons:


•    Traditional loyalty structures are eroding, causing companies to have to work harder to retain customers or risk driving up churn.


•    Customers expect high levels of personalization, forcing companies to design experiences as close to the individual level as possible.


•    Agile digital companies are seeking to disintermediate the relationship between both traditional digital and brick-and-mortar companies and their customers.


•    Companies must now differentiate on the experiences they deliver to customers.

The CMO agenda now consists of:


1. Making organizational changes to better align capabilities and ensure a seamless delivery of experiences across human and digital touchpoints.


2. Transitioning process design from being efficiency-focused to customer-focused.


3. Making hard changes in people and culture, including leadership, new roles, competencies and a customer-focused culture that fuels the business.


4. Putting in place an analytics capability to enable data-driven, personalized journeys.


5. Initiating or accelerating the business technology agenda to improve technologies that deliver customer value and drive growth.

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Embracing the rise of the technical CMO

Embracing the rise of the technical CMO | New Customer - Passenger Experience | Scoop.it
Marketing is becoming one of the most technically complex functions in business today. So it comes as no surprise the requirements for the role of the CMO are evolving. Being “tech savvy” is no longer enough. The understanding of difficult marketing functions must be part of the CMO’s DNA. Creativity is vital too – but the best CMO’s embody a fusion of artistry and digital mastery.

Redefining the role of the CMO

It’s time to redefine the role of the CMO! The next generation should blur ...
Eric_Determined / Eric Silverstein's insight:


Do you agree that standing still in today's environment will leave you in the dust of your forward thinking competitors?


Key areas addressed:

- Combine creativity and technology

- Understand data

- Company cohesion

- Multiple customer strategies


Gartner predicts that by 2017, CMOs will spend more on IT than CIOs. 67% of marketing departments plan to increase their spending on technology-related activities over the next two years. Gartner goes as far as redefining the title of the CMO to a Chief Marketing Technologist. Gartner claims the CMT’s role is to align marketing technology with business goals.


A technical CMO needs to filter the brand ethos into all departments, and right through the customer journey.


As Corrine Sklar, CMO @Bluewolf said, ‘Tomorrow’s CMOs are harnessing all available data across digital silos, giving their customers the intimacy they require and maximising each interaction.’


The new generation of CMO's must understand that all data is not created equal. From experience they know which indicators move the needle. Not all numbers matter.


The technical CMO will test which methods are most effective and then build strategies to improve on failures. #Omnichannel is the Holy Grail, where a brand can fluently communicate with customers across a host of devices and platforms.


The CMO is under more pressure than ever before to make brand-changing decisions and be the flag bearer for a brand’s technical revolution. The industry must embrace artistry and digital creativeness, and welcome the rise of the technical CMO.

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How Agile is your business?

How Agile is your business? | New Customer - Passenger Experience | Scoop.it
Marketers Don’t Create Customer Journeys…Customers Do
Eric_Determined / Eric Silverstein's insight:

"#Marketers Don't Create #Customer #Journeys ... Customer Do"


For businesses to succeed today you need to align your brand promise to what your customers expect and wish.


One thing we can be assured in life is Change!


How agile is your business?


Sanjay @Marketo highlights the #1 skill/solution CMOs are seeking in 2015: #Digital #Engagement.


I would elevate it to Digital & #Social Engagement, do you agree?


Your business will grow by strengthening your #loyal #community. Their social reach and #influence will have a direct impact to your bottomline.


Share your thoughts?

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Wearables will interact with IoT to create new experiences!

Wearables will interact with IoT to create new experiences! | New Customer - Passenger Experience | Scoop.it
The Apple Watch release in early 2015 will set the stage for wider enterprise adoption of wearables. Are you ready?
Eric_Determined / Eric Silverstein's insight:

JP Gownder @Forrester provides key insight into what we should expect across new #wearables:


1) Access

2) Navigation

3) Payments


Apple should help with greater exposure, but new companies such as @Nymiband and others are looking to carve out a share of the new customer experiences these devices will offer.


Which functionality would you like to have on your future wearable?



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Roberto Nocera's curator insight, October 15, 2014 4:26 PM

preparing the next tech wave about wearables.  New frontier for the customer experience #cxm #wearable #customerexperience #iot

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3 key #Data Driven Marketing Opportunities

3 key #Data Driven Marketing Opportunities | New Customer - Passenger Experience | Scoop.it
Famed writer and technologist Daniel Keys Moran once said, “You can have data without information, but you cannot have information without data.” This statement is becoming increasingly accurate …
Eric_Determined / Eric Silverstein's insight:

Following the previous article on how #Data needs to connect throughout the #Customer #Journey, here are 3 key Data-driven marketing segments you need to master :

 

1) #Mobile

2) #Personalization

3) #Segmentation

 

Valuable examples are provided, which additional opportunities do you see across these 3 segments?

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What is the new #Customer Journey?

What is the new #Customer Journey? | New Customer - Passenger Experience | Scoop.it
A new model is needed for our increasingly non-linear world.
Eric_Determined / Eric Silverstein's insight:

Great insight across key brands: Google, McKinsey, SAP, Twitter, Visa, etc...


"Marketing isn’t about “pushing people’s thoughts and actions. It’s about amplification, helping what’s already happening grow faster.”


The funnel and Customer Decision Journey aren’t going away.  They are useful models, and will continue to be helpful in certain contexts.  But marketing today requires a new mental map to navigate a changing landscape. We need a model that informs marketers how to enable and empower, not just persuade and promote.  There are a variety of alternatives including journey, orbit, relationship, and experience.


Whatever model you choose, what’s most important is that it addresses: first, the multi-dimensional nature of social influence; second, non-linear paths to purchase; third, the role of advocates who aren’t customers; and fourth, the shift to ongoing relationships beyond individual transactions."


Share your thoughts?

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Technology Isn’t The Only Answer to Digital Disruption

Technology Isn’t The Only Answer to Digital Disruption | New Customer - Passenger Experience | Scoop.it
What’s the difference between disruptive tech and that of emergent or innovative technology?
Eric_Determined / Eric Silverstein's insight:

Brian Solis shares his "Wheel of Disruption"


"Companies that “get it” and invest more in learning about their digital customers’ behaviors, preferences, and expectations will carry a significant competitive advantage over those that figure it out later (if at all).

Instead of technology becoming the solution, it instead represents an enabler to do something greater!"


Which company delivers the right experience for you, uses your data wisely?

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10 Characteristics Of The Evolving #CMO

10 Characteristics Of The Evolving #CMO | New Customer - Passenger Experience | Scoop.it
Discussions centered on the future of marketing often times end with mixed sentiment. The result concludes countless paths up the mountain and breadcrumbs are everywhere. In terms of prioritization, perhaps the path of least resistance can be chosen by first determining the end goal. But what is the end goal? [...]
Eric_Determined / Eric Silverstein's insight:

Article @Forbes , which of the two marketing vision do you agree with most?


1) Christopher Kenton, SVP of the CMO Council sees the purpose of marketing in two specific expressions: Reducing shareholder risk while maximizing customer lifetime value. 


2) Joseph Alba, Distinguished Professor Chair, Department of Marketing at University of Florida states that the goal is, “To obtain a competitive advantage by meeting consumer wants and needs more effectively than competing firms.” 

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Top 10 Memorable Quotes from the CIO-CMO Forum - Should they merge!?

Top 10 Memorable Quotes from the CIO-CMO Forum - Should they merge!? | New Customer - Passenger Experience | Scoop.it
Yesterday, I attended Forrester’s inaugural CIO-CMO Forum.
Eric_Determined / Eric Silverstein's insight:

Thanks Scott, you were able to capture the key trends. 

 

In the end, It is all about the #Customer #Experience, and the need for all stakeholders within a company to work together.

 

Great insight below:

 

"Because in a world where digital experiences define the majority of touchpoints businesses now have with customers, to win and retain them, to differentiate from the competition, marketing must wield these new capabilities deftly and creatively.

In Sharyn’s opening remarks, she suggested that in this new Age of the Customer, the companies who are setting the bar are Facebook, IBM, Apple. “Customers are much more tech-savvy, complex, and empowered.” Is your marketing ready to compete at that level?

 

The digital landscape of customer experiences is evolving at a break-neck pace. A big part of the governance of marketing and technology is balancing two truths: (a) there are always new innovations we should be pushing to test and adopt; (b) we can’t do everything, so we have to make strategic choices about what to prioritize. We have to be comfortable managing this dynamic at the redline.


“We don’t know what will make a better customer experience, but we’re data-driven: we constantly test, learn, improve, refine.”

An audience member asked that CMO and CIO duo how they knew what would make a better customer experience. The CMO replied with the above quote.

 

Experimentation, innovation, iteration, agile practices… these concepts kept recurring throughout the day, from one speaker to the next. The cheaper, faster, easier it can be to prototype ideas and turn to the outside world of the customer for validation (rather than the inside world of the HiPPO), the better companies will be able to thrive in this new Age of the Customer.

Don’t guess, test."

 

Share your thoughts or experience?

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