The big question for many marketing and sales managers is how to choose technology wisely and what this has to do with customer centricity. This article gives some helpful hints.
Digitisation
7 posts
Innovation & Customer Centricity: While digital tools can advance customer centricity, customer-centric thinking must steer the use of digital tools.
Mike Hakkens is Associate Partner managing the financial services and customer experience management practices at WATC Consulting AG. Here he shares his impressions judging this year’s UK Financial Services Experience Awards, which took place in London in July. Do outstanding experiences in Financial Services exist? Frowns and blank looks are […]
Latest trade shows offer beacon and other technical gimmicks to improve the customer experience at the physical POS. Like always – technology drives customer experience management. But if we take a break and think of what customers are seeking at the physical POS, it obviously is not a replication of […]
Digital technology creates new opportunities for new entrants and customers alike. Plenty of industries have already fundamentally been re-defined in a wave of digital disruption (music, newspapers, retail, travel, telecoms and advertising). Most incumbents did not see this coming or could not think of a suitable way to adapt their […]
Many companies we encounter in our daily work see the power of technology in delivering the traditional product or service (or something similar to it) more efficiently. Trying to do so is of course not bad – even though considerable investments often make it difficult to realise efficiency gains. The […]
When we recently started a project for a well-known, large international company, we were asked to find out how the digital customer journey nowadays differed from the non-digital one. Our client desired to know which customers and prospects embarked on an online decision path and which ones decided offline. They […]
