Today a marketer must be familiar with customers’ processes and understand the functional, rational and emotional needs a customer has to secure an excellent and unique customer experience.
Change your thinking and replace the company value chain with your customer process. They are different. Make sure you include knowledge and insight on the motivational factors, needs, desires and expectations of your many different customers when making strategies and plans.
Understanding the customer’s whole experience and decision-making path and building your offering, service and operations as well as communications on it will secure your long-term success. Use your customer data and any other relevant data available for this.
Companies that hope to grow need more focus on innovative programs. Cracking the code of consumer behavior is more critical than ever. – David Court, Dave Elzinga, Bo Finneman, and Jesko Perrey, McKinsey