Pressure to service the customer right leads to innovation

When we look at all companies that are coming into the market in any industry, there is always a belief that they will be able to offer a better product to customers, at a better price and with better service. At the core, the thinking here is that new entrants see themselves as having a potential to better service the consumer than the ‘old guards’.

This is why for marketing teams, it is important to always be at the front and centre of finding better ways to serve the customer and use that as a way to drive internally innovation, across multiple departments. A focus on the customer experience means that brands continue to be better in their category and allows them to always be a step ahead in owning a huge customer base within their category. The one thing that stays true over time is that the customer is always talking to us, the big question that we need to always ask is whether or not we are listening to what they are saying.