“The customer is king” – “of course,” you will now be saying. There’s nothing new about this piece of wisdom, which is why many companies claim to have always been customer-centric. But in reality, it’s a little more complicated than that. For sure, customer focus is as old as the economic history of humankind, but the digital possibilities that now exist are radically changing customers’ relationship to a brand. Today, an unsatisfactory experience with a product leads more quickly to frustration and a change of brand. The aim must therefore be to make operation of increasingly complex products increasingly intuitive for the customer and at the same time to anticipate the customer’s needs. But how can this be achieved?
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