Thriving in the Age of the Customer

Empowered customers are changing the market fundamentals for virtually every industry, forcing companies to reinvent their strategy and operations.

Gartner Research reports that 89% of companies expect to compete mostly on the basis of customer experience. But according to Forrester, with only 5% of organizations feeling that they have mastered digital to a point of differentiation from their competitors , it’s apparent that the emerging challenge is deciding where to start and how to guide investment decisions in people, process, design and technology.

As digitally-savvy business buyers become more self-directed and less reliant on sales reps, the role of the sales person is going through a major transition. Both marketing and sales teams need to adapt their approach, and that will require new skills and new tools. The status quo simply does not work. Sellers are getting less and less time with their buyers and they become more and more risk averse. In order to succed, the quality of interactions has to be so much higher than it has in the past.

It’s through curiosity and looking at opportunities in a new way that companies can thrive in the age of the customer.

The next wave of competitive advantage will come from deepening customer knowledge and taking action based on an obsessive desire to deliver what your customers want before your competitors do.

User-centric companies celebrate new ideas and continuously question the status quo. They not only prioritize the user experience but also make it an integral part of their business strategy.


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