According to a 2014 study, “88 percent of executives have begun a digital transformation at their company, but only 25 percent say they have completely mapped out the digital customer experience. A big part of the problem is that senior executives don’t know where to start.”
The impact of digital revolution has been huge. But, what all companies want is to embrace this impact and emerge as leaders of their field. They want to easily adapt to these changes like HMV did when the digital era of music challenged its business.
Joerg Niessing, INSEAD Affiliate Professor of Marketing, in his article at knowledge.insead.edu, has listed out three important principles that companies should keep in mind while mapping out digital customer experience. They are:
- Customer Orientation
- Customer Segmentation
- Integrated Branding at every Consumer Touchpoint
Although digitalization has changed the way we live and work. But, the golden rule of marketing still works nevertheless i.e. Be Customer Centric. Keep this mind along with the above mentioned principles; you may get a solution to this changing marketing scenario.
To know more, please visit the following link:
http://knowledge.insead.edu/blog/insead-blog/what-brands-need-to-survive-in-a-digital-world-4050