Bridging the gap between data and digital

SOURCE: State Library of NSW (Flickr)

Consumers are always looking for a more relevant experience. This is something which is mooted frequently within the marketing industry, and includes: a connected customer experience; multi-channel conversations; customer-centric communications; and relevant messaging through any channel at any time.

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Defining a team with unrivalled speed

So what is the ideal team structure when rapid results which are customer focused is key? I wondered what the ideal structure would be if the organisation geared itself around the customer and rapid delivery removing constraints.

I thought I would start with the customer. I love the idea of the customer director and being a big fan of Geoffrey Moore’s Crossing the Chasm I thought his concept of creating a competitive advantage by understanding your customers is essential. One of the initiatives looks at

“Assemble an invasion force: Create the whole product, “by thinking through your customer’s problems– and solutions– in their entirety”.

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Start creating measurable results