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Customer Innovation by Marion Debruyne

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01

Connect using the first lens

Zooming into the customer: five practices

You can observe a lot by just watching. YOGI BERRA

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The first lens contains the narrowest but most in-depth view. It’s where we zoom into the company’s current customer base with intense focus. The first step of the connect-convert-collaborate process is connecting with customers, geared towards developing rich customer insights. As important as this process may be, it is still a process that companies struggle with. For example, in a recent survey, 63 per cent of CMOs admitted that they needed better capabilities in developing voice-of-the-customer insights.1

In the following ...

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