Digital empowerment is perpetually changing customer expectations at the speed of a blinking cursor. A powerful, digitally-enabled experience in one aspect of a customer’s life raises her expectation of all the others, in every industry. For business today, keeping pace with competitors is often less worrisome than earning a place of relevance within their customers’ ever-evolving expectations. And that means that the level of truly understanding what matters cannot afford to be anything but radical.
1 _The opportunity starts with understanding.
Sleuth the truth about our clients’ customers — through data, research, every means possible — in an ongoing way vs. one-and-done. Insights based on partial truths and generalizations sabotage transformation. A commitment to perpetual, real-time truth allows for both responsive and predictive advantage to accelerate growth.
2 _It takes reimagining and realizing.
Dream and do. Model and make. It’s not enough to offer pie in the sky insights about people and then hand them off to another partner who may feel less passionate about them and their real needs. The most transformational partnerships include piloting, prototyping, producing and realizing tangible impact against ongoing insights.
3 _It’s just cosmetic, until it’s systemic.
Customer-centricity offers clients the greatest advantage when it is reflected end to end in their core business model, employees, processes and technology to create seamless customer experiences. How products and services are delivered is paramount to transformation, and it’s made possible by the power of technology to create advantage through meaningful experiences for customers that are able to change as rapidly as customer expectations change. This is our legacy.