An in-depth understanding of consumers sits at the heart of what we all need to do, but we know it’s not always easy to uncover insights that will unlock a true innovation opportunity.
In today’s world of technology innovation, really understanding the customer is more important than ever, according to Holly Kramer.
“This disruption that’s going on in so many industries is largely a function of unmet customer needs,” the experienced marketer, former CEO of Best & Less and now non-executive board director for a host of well-known Australian brands including Australia Post, Woolworths and Nine Entertainment, tells CMO.
“Whether it’s using technology to make your experience or product better, creating a new business model, or tapping the wisdom of the crowd through social, customers are so much more powerful today. Companies who for years have said customers are important now know they have to understand them to a degree they don’t currently.”
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