- [Narrator] Blink the number two,
to thrive in the modern world,
businesses need to shift their focus
from product features to customer experience.
If you need to take your company out of the dark ages
and into the modern digital world,
there are several major shifts that need to take place.
One of the most important ones
is to shift your focus away from products,
as we've traditionally understood them
and toward the ongoing journey of the customer experience.
Let's say you make cameras.
Traditionally camera makers may have spent
the majority of their time and effort
thinking of new features they could put on the camera
in order to make it stand out in the marketplace.
But today that is just one step to consider.
A customer's experience begins with exploring
and looking for the type of camera that suits them best.
So it's important to know
what your customer is searching for,
including the types of cameras they're after
and the kind of reviews they're looking at.
Next, you should also consider how easy it is
for the customer to find and test your product.
What is the in store experience like?
Once a sale is made, there are many
more experiences to consider.
What's it like to open the box once you've had it delivered?
What's it like to actually use your product
and to share that experience with others?
If you're selling cameras, how easy is it to share photos?
What's it like trying to get advice on ways
to achieve the best possible experience with your product?
Finally, you need to consider
all the possible accessories and software updates
that will allow customers to continue
adding value to their purchase, while you continue
to strengthen your relationship with them.
Think of Tesla cars and how the company
is constantly updating the software that runs the car
and how that continual stream of improvements
can make a year's old Tesla more valuable
than it was when it was first purchased.
This is the kind of shift in business plan
that today's companies need to make
in order to compete with the best.