Ingredients of Customer Centricity: Extreme Creativity

Customer Experience determines not only whether a brand survives, but also whether it thrives. In this series of articles, our goal is to elucidate and extrapolate the various ingredients of customer centricity. First, an organizational shift towards adopting a customer-first mentality (Extreme Customer Obsession). Next, how to timeously act on your renewed understanding of your customer (Extreme Speed). In this article, we will focus on the third element, Extreme Creativity, which accelerates our journey towards being a consumer-first organization.

“When it comes to creating and delivering a remarkable experience for customers, one of the key points is tech and data as enablers, whereas empathy and creative are the drivers” ~ Glen Hartman, Senior Managing Director Accenture Interactive

Validate – Curate – Create

Consumers’ wants and needs change. So, being more creative in your approach means staying abreast of these changes. Sometimes you can even do something about them more quickly and easily. If you wish to excel, you have to be creative. Yet creativity is a unique skill, which we sadly cannot all master. According to Forrester, out of every 100 people, 90 can validate a concept (they’re the spectators). As for the other 10, 9 can curate concepts, but only 1 can truly create.


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Yet businesses can overcome their own limitations, and bridge their knowledge and creativity gaps by engaging in external collaboration initiatives. This has given rise to creative crowdsourcing initiatives, such as our very own eÿeka network, a global community of 400,000+ consumers that enjoy engaging in creative assignments. The eÿeka community is comprised of designers and copywriters and a wealth of other creatives – amateurs and professionals alike – that address all types of creative challenges, from product and service innovation to communication, activation, and packaging. 


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