Businesses worry about new technologies, but customers are the
ultimate disruptors--Suman Sarkar offers bold strategies for making sure
you understand your customers and keep up with their ever-changing
needs.
Disruption--the brutal roiling of markets, the decline of
long-established brands and products, and the rise of new
upstarts--drives business failure and success. Most people think
technology causes disruption, but technology merely enables it. Changing
customer needs cause disruptions, and too many businesses get caught
unaware.
Suman Sarkar offers proven strategies that will enable any business to
stay radically close to its customers and address their evolving needs.
He argues that businesses need to focus on existing customers
first--research shows they're likely to spend more and are more
profitable than new customers. Personalization is becoming important for
the newer generations in both developed and developing markets, so
Sarkar describes approaches to make them cost-effective. In our era of
instant gratification, customers want what they want now--Sarkar
explains how you can develop and deliver products and services faster
than ever. And since a few bad Yelp reviews, social media posts, or
angry tweets from customers can ruin you, Sarkar shows how to
proactively make sure the quality of your products and services stays
better than that of your competitors.
The key to survival in this era of changing customer needs is to focus
on and address them quickly so customers don't switch to the
competition. Drawing on his experiences with leading companies
worldwide, Sarkar offers five strategies and techniques that will keep
you ahead of the curve.
