Understanding excellence
For any organization to be excellent, it must start by understanding its customers. Globally, this has become harder in recent years. A decade of pandemics, digital transformation, political changes and social progress has affected most of humanity, in both subtle and profound ways. Behaviourally, we are interacting with a narrower set of brands, with changed purchasing frequencies and more digitally than ever. Psychologically, the change is more fundamental and interesting, with new attitudes and beliefs redefining how we make decisions, what we value and where we invest our time. A ‘new customer’ has emerged.
The new customer describes each of us: as consumers, social animals, citizens and employees. We are each ...
Become an O’Reilly member and get unlimited access to this title plus top books and audiobooks from O’Reilly and nearly 200 top publishers, thousands of courses curated by job role, 150+ live events each month,
and much more.
Read now
Unlock full access