Subscribe to our newsletter
Picture of Customer-Centricity


The New Path to Product Innovation and Profitability

Author(s): Josep F. Valls Giménez

Book Description

The empowered customer is here to stay. With a low tolerance for subpar experiences, they have no qualms in switching brands if disappointed, and expect companies to provide offers that are personally relevant to them. This realisation has led enterprises to revamp their business strategies to meet the high expectations of these savvy and hyper-connected consumers. This requires a 360 degree customer-centric approach—fuelled by big data—that attempts to understand customer problems and deliver timely solutions. The ability to use customer journey mapping and real-time analytics to unlock actionable insights can provide a competitive edge. Knowledge about shifts in customer behaviour, preferred channels or social media sentiment helps companies to respond proactively and with the right message.

The digital transformation snake framework presented in this book examines the socio-economic changes and digital trends that are reshaping consumption, and what they portend for the future. It is complemented by an analysis of the new skills and workforce models, as well as the business models needed to succeed in the age of digital disruption.


ISBN-13: 978-1-5275-1587-1
ISBN-10: 1-5275-1587-7
Date of Publication: 01/11/2018
Pages / Size: 158 / A5
Price: £58.99


Josep F. Valls Giménez is Professor of Marketing at ESADE Business School, Spain, and has served as Director of the Tourism Innovation Network since 2010. His research focuses on innovation and the digital revolution in the fields of leisure, tourism and retail. He has published more than fifteen books on management, including Beyond the Low-Cost Business (2013); Estrategias y tácticas de Marketing [Marketing Strategies and Tactics] (2015); and Big Data: atrapando al consumidor [Big Data: Trapping the Consumer] (2017). He has also published numerous articles in academic journals, and has previously worked as a journalist specializing in economic issues.