The need to improve customer experience by innovating products and services is an increasingly common demand from clients and an increasingly pressing challenge to agencies.
It is driven by the influences of digital technology and the culture of lean start-ups in helping to develop easier, better and cheaper products and services.
By encouraging businesses to apply new tools and an entrepreneurial mindset to cut out intermediaries, disrupt channels, combine existing offerings in novel ways, and enable more personalisation, these forces are redefining all manner of expectations about products and services, and even the categories in which businesses operate.
At the...