On the one hand, innovation and new digital tools can help an organisation to advance its customer centricity. On the other hand, customer-centric thinking and behaviour are prerequisites for steering innovation in the right direction and deploying digital tools correctly.
A recent publication by INSEAD Business School outlines how digital transformation of a company really means digital transformation of the company’s customer experience. Customer insights are at the heart of this process and should drive the choice of the technological toolbox. They help management to decide what type of innovation is novel, credible and actionable enough to make the organisation more successful rather than distracting it from creating mutual value both for customers and for the company itself. Read the mentioned article here or refer to one of our earlier blog posts on a similar topic by following this link.
