Digital Marketing, Innovation and the 4th C

It’s amazing how fast the world has changed in two years. The Covid-19 pandemic changed both the ways we live and do business. Particularly in business, it radically altered how we work and shop. It did so to such a degree that we can already tell that habits started during the pandemic are here to stay. What does that mean for the enterprise?

Of course it means consumers have been driven online and many are making more and more significant commitments to online retail. It also raises the importance of the customer experience (CX) as a competitive differentiator.

As conveyed here and here, the CX has become critical to attaining a competitive advantage in this post-pandemic environment. The question becomes, how do you create a customer experience that helps your organization achieve that advantage?

In the video below, I explain how the CX differs from the strategic understanding of the customer — and why you need it as your 4th C, why emotion plays such a role in creating an effective CX, and how innovation methodologies can be used to achieve your CX goals.

Take a look at the presentation in the video and share your thoughts in the comments afterwards.