customer experience

How Customer Obsession Creates Accountability for Change

It’s well-known that organizational change is difficult — in fact, 70% of change efforts fail, but awareness hasn’t improved the odds of success. Companies continue to struggle with choosing the right projects, sequencing and integrating change initiatives, and establishing accountability mechanisms to measure results. In my work as an analyst at Altimeter, which specializes in technology …

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Defining Digital Transformation: Through the Looking Glass of Customer Experience

There is a growing imperative to take companies through a “digital transformation”. One of the top drivers is a growing recognition that customers (both in the B2C and B2B worlds) increasingly rely on digital channels to gather information, compare products, and then transact. While digital represents only a small portion of the marketing budget, CMOs …

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