Trends Report

Build A Digital Relationship With Your Customer

Why The Most Solid Thing In Your Product Strategy Is Virtual

December 7th, 2010
James McQuivey, PhD, VP, Research Director
James McQuivey, PhD VP, Research Director
With contributors:
Mark Mulligan , Annie E. Corbett

Summary

All consumer product strategists should sit up and take notice: There's a critical lesson to learn from the most recent changes in the media industry. While most in the business have obsessed over exactly how to digitize the media, a handful of smarter companies have instead digitized the customer relationship. The experience of these companies is instructive because all consumer product companies — even those that don't produce digital products — will have to copy these pioneers in order to build compelling product experiences that satisfy customers in the Era of Experience.

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