Why is this important? mainImage Companies need to be sure where to focus scarce resources
  • Shrinking innovation cycles, volatile markets and customer confusion are making it more and more difficult to stand out from competitors.
  • There are fewer resources than ever to manage fragmented markets and complex distribution systems.

It’s vital that your whole organisation is behind your brand
  • CEOs are the new ‘brand and customer champions’, and expect all their employees to contribute to the customer experience and help improve loyalty.
  • New skills and tools are needed – especially by departments or teams that have previously been less involved in the customer experience.
  • As more rigorous investment accountability is required, it's crucial to properly engage internal (e.g. Finance) and external (e.g. shareholder) stakeholders.

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