Customer experience supremo
The best-selling author on closing the gap between business and the customer, identifying their unmet needs, the fallacy of the customer-centered organization, and how to fail at ‘disruptive innovation.’
- IT leaders now hold the key to great customer experience, says Mark Hurst. But they often lack the knowledge to use it successfully.
- The customer-centered organization is a myth, argues Mark Hurst. Rather, the best businesses should make customer input an essential part of critical decisions.
- Business leaders should recognize what their customers want, says Mark Hurst — even before buyers know it themselves.
- Disruptive innovators don't ignore existing customers, says Mark Hurst. They seek out forward-thinking ones to listen to.