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Posts tagged with Customer Centricity

Co-written by Stephen Gresty and Minter Dial

Why digital marketing and salespeople urgently need to get together

Both the sales and marketing functions have been significantly impacted by the arrival of the connected customer plus a new set of digital tools, devices and platforms.

Brand marketers and sales teams need to adopt to the new world order or risk serious business consequences. At its core, the change required is one of mindset. There is no prescribed path, so brands need to experiment and teams need to be in a constant learning mode.

Whenever one tries something new, failure is a very real risk. Yet, it’s not because we might fail that we should not act.

These days, there is a plethora of choice. There are myriad new tools, platforms and systems from which to choose to help drive the business.

However, whichever digital option a brand selects, most companies are failing to act on one very central theme for survival: customer centricity.

While many senior executives are speaking about being 'turned toward the client' unfortunately, it’s a clear case of easier said than done.

What are the keys to converting into a truly customer-centric organization? This is the question that I'll explore in this article, co-written by Stephen Gresty...


Six key considerations for succeeding with digital transformation

This is a summary of the six key points from a talk I made in Shanghai (with Tencent) on behalf of Econsultancy on strategic management issues in digital transformation.

In addition, I've given my first reflections about the Chinese digital market.