Challenges In Thinking Through The Customer Experience

Despite the recent glut of mobile apps, data shows that most apps downloaded by customers are eventually deleted, showing clearly that they have novelty value but little relevance. One of the key reasons for many seemingly “novel” products being failures in the marketplace is how poorly they relate to the customer experience. This is as true of high tech products as others – in fact, anecdotal evidence suggests that it may be more likely in the case of high tech products, where the development is…

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When Do You Start Marketing Your Product?

If you take a linear view of the product development and management processes, you may answer this as product planning followed by product development and then by product marketing. While product planning should be a starting point (read our thought paper on market-centric product planning), marketing does not need to wait until the development is finished and the product ready for rollout. In fact, if you’ve waited this long, you’ve been waiting too long. Product marketing can and should begin while product planning and development…

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