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February 13, 2012
A Critical Path For Customer Relevance
By Brian Solis
A key objective for senior executives over the next several years is to use disruptive technology to get closer to customers, to improve relationships, and enhance experiences. It is a considerable move and the result will usher in a new era of adaptive and empathetic business models. However, this is a move that is easier said than done., especially when vision and execution are two sides of different coins. This is a critical path where businesses must not only commit to new technology and goals, but also invest in the methodologies, systems, processes, and people to bring about change from within before it can effectively engage outside.

Like in anything, businesses are measured by actions and words, where outcomes reveal true progress. In 2012 and 2013, businesses will prioritize efforts that bring the organization closer to customers while also performing against the metrics that are constant, including revenue, market share, increased efficiencies and improved margins. The difference now is that today's company faces a formidable customer that is connected, empowered, influential, and most notably elusive. To earn their attention, their business and ultimately their loyalty and advocacy, the customer journey must be reconsidered, redesigned and individualized.

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