How to adopt digital for customer management.
Put improving the customer experience at the heart of any digital strategy. Doing this well could help you to differentiate your business from competitors e.g by using data you collect to improve your customers’ experience. Air Canada, for example, analysed data from its mobile app to understand how and why customers use their digital service. This helped them to improve the app’s performance, enhancing the online experience for customers and increasing revenues. Digital camera producer, GoPro, analyses how its cameras are being used once sold to help drive improvements in hardware and software for users.