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Spend Matters welcomes this guest post from Howard Tiersky, author of Winning Digital Customers: The Antidote to Irrelevance.
The world is changing rapidly, and once-loved “legacy” brands are falling out of favor. The reason is painfully simple. At one time these brands exceeded customers’ needs and stood for something they cared about. (That’s how you earn love.) But today’s customers are different. Very different. The vast majority are living a lifestyle that has digital at the center … and many companies haven’t transformed to meet them there.
Digital is no longer just a “need” for customers. Expecting to access a seamless digital experience on demand is more like a value