Today's customer is surrounded by options and spoilt for choice, and the rapid proliferation of digital technologies has trained consumers to expect customised, one-to-one experiences in almost everything they do or buy. To remain competitive in this demanding environment, you must be able to anticipate what your customers want and be relentlessly focused on delivering a customer experience that is consistent with your brand values.
To understand whether you are staying one step ahead of your customers and delivering the best possible brand experience, you must be constantly engaged in conversations with your customers – and this means that consumer...