In the Great Competitive Paradox story, we mentioned the concept of the Digital Twin. We described how the FANG companies create a digital profile that represents part of the real customer. They use this profile in order to engage in a more individual way, creating a highly personalised customer experience that in turn leads to a magnetic, sticky attraction to their brand.
Understanding who your customers are and what they need is critical for every business. It’s essential for marketing, product development, customer experience (CX) and support, to name just a few teams. But many businesses still only have a basic understanding of their existing and potential customers. This is because their efforts are often based on […]
Customers want true personalization when they interact with brands. That’s a fact backed up by a lot of research and real-world experience. But there’s a fine line between giving people what they need and overreaching to the point where your efforts become invasive or creepy.
Telcos are at an inflection point. For years, they’ve faced mounting pressure from better-funded, more innovative tech competitors, and seen a return on investment, profits and market share slowly dwindle.