No innovation and survival is possible without consideration for the customer, especially in a growing digital context. In the successive crises we are experiencing in particular, it is necessary to prioritize well and be impactful for all initiatives: focus on its Added Value. Beyond our observation that we have constantly repeated for more than 10 years: everyone says it, but there are few who actually practice it and make the most of it for their organizations!

Switch from the. product orientation mode to the  “Market In”   orientation mode and embed it in the managerial culture.  No longer thinking in customers’ place but knowing how to gather VOC, satisfaction levels, observing behaviors, experiences, customer journeys, certainly requires tools, but processes and a flawless management system above all.