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RESEARCH, ANALYSIS & TRENDS

What is valuable? nice user interface, involving every customer
interaction, from the contact on the phone to the
How can we use digital to create more value for our second reminder.
customers? Do we improve a process, lower prices,
make a product smarter, or develop completely new The marketing of the future is building bridges and real
offerings? relationships with customers. It affects the whole
company and every department. And when it's
Only if we really know the customer and his perspective, audacious, it confidently makes clear to everyone that
can we succeed in marketing. We need to know exactly no business can exist without customers. Therefore, it
where our company is placed in his world and where we is time to make the customer the highest authority.
want to stand. It's about three great perspectives a Only then we’ll stop selling products and start
company needs to know: the internal, external and the developing solutions that inspire – adapting to the
customer perspective. requirements of the future. ◊

What role do we want to play for the customer and what By Daniela La Marca
do we need for that? Is the next question to answer that
goes beyond products and services. We also need the
right customer experience, which means more than a

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