Who Really Determines the Success of Your Business


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Forrester predicts that by 2012 half of all consumer purchases will either be transacted online or driven by online research and word of mouth. To succeed in the digital marketplace, it’s no longer customers that matter most, but users—anyone who interacts with your company digitally. Keep users happy, and customers follow.

The Business901 Podcast guest, Aaron Shapiro CEO of digital agency HUGE in Users, Not Customers: Who Really Determines the Success of Your Business, shows why today’s most critical driver of success is usability excellence.

“Today’s most successful companies organize their business around users and building user satisfaction,” writes Shapiro. To make users your growth engine for your customer base and for your entire organization, Shapiro introduces a comprehensive approach to refocusing every aspect of your operations on users including sales, marketing, HR, and organizational structure.

Download Podcast: Click and choose options: Users or go to the Business901 iTunes Store.

Based on his experience helping some of the world’s biggest brands evolve to meet the challenges of rapidly changing technology and evolving consumer habits, Shapiro outlines the seven things every company needs to change in order to survive in a digitally driven economy. Shapiro’s analysis also includes a study of the Digital Leadership Set – companies in the Fortune 1000 that most effectively utilize digital across all aspects of their business. These companies, including Best Buy and Zappos, attract customers by providing appealing digital experiences. And they’re rewarded with rising stock price and performance. You’ll learn how digital leadership has brought huge profits to companies large and small including:

You don’t need to be a techie to master a user-first management philosophy. You just need to accept that the people who interact with your company online are what’s most important.

Republished with author's permission from original post.

Joseph Dager
Business901 is a firm specializing in bringing the continuous improvement process to the sales and marketing arena. He has authored the books the Lean Marketing House, Marketing with A3 and Marketing with PDCA. The Business901 Blog and Podcast includes many leading edge thinkers and has been featured numerous times for its contributions to the Bloomberg's Business Week Exchange.


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