In this Digital Edge panel discussion, Andreas Marmaras, GM of Product & Technology – Domain Insight at Domain, Dayle Stevens OAM, Executive – Data & AI at Telstra, and Carrie Mott, MD and Founder of Flywheel Marketing, discuss digital product excellence, with a focus on customer-centricity and the importance of measuring success.
Andreas emphasises that true digital excellence begins with a deep understanding of customer needs—not just accommodating them, but anticipating future requirements without getting too far ahead of market readiness.
He points out the delicate balance between innovation and timing product releases to match customer capabilities.
The panel examines the role of cross-functional teams and cohesive collaboration.
Achieving digital product success depends on reducing internal friction and establishing systems where IT, data, and product teams are aligned.
This structural cooperation enhances the customer experience, enabling smoother execution and minimising internal resistance, ultimately benefiting both employees and customers.
Measuring the impact of digital experiences and tracking customer satisfaction using both qualitative and quantitative metrics is vital.
Carrie and Andreas highlight the importance of ongoing monitoring and analysis of behavioural data to pinpoint friction in the customer journey, using tools like session replays to reveal where customers encounter frustration.
In today’s fast-paced digital landscape, frequent feedback is essential, as consumer behaviours, technology, and market conditions rapidly evolve.
This adaptability helps companies keep their digital experiences relevant and effective.
The discussion also addresses the “personalisation-privacy paradox,” where customers want high levels of data privacy while still expecting personalised experiences.
Sharing personal data should lead to more tailored, trusted services; if it doesn’t, it erodes customer trust.
Dayle discusses how legacy companies like Telstra attempt to adopt agile methodologies seen in tech giants.
However, transformation isn’t straightforward due to entrenched business models that predate digital technology.
Balancing innovation with practicality is essential to ensure that new technologies, such as Gen AI, are developed with a focus on customer needs and commercial viability.
Key Takeaways:
Personalisation vs Privacy Paradox: Customers expect tailored experiences but value their privacy. Businesses must use shared data responsibly to build trust, avoiding customer frustration through effective and respectful data utilisation.
Legacy vs Tech-Driven Business Models: Traditional companies face challenges in adopting agile, tech-centric practices due to established operational models. Transforming work funding and prioritisation is key to driving digital change.
Strategic Innovation: While advanced technologies like Gen AI offer promise, organisations must focus on validating, testing, and aligning innovations with customer needs and strategic goals to avoid developing solutions that go unused.
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