Recent Posts by Joe Fuster

Today’s customers are adopting digital technologies to create their own custom experiences faster than most brands can keep up.  In this regard, it is consumers, not brands, who are the real innovators in what Oracle calls the “Experience Economy.”   With plenty of choices, fickle customers can switch companies when they don’t get what they need and especially when they have a bad experience.  Research consistently shows that customers are willing to pay more for better...

Mass marketing is dead, because mass personalization through artificial intelligence killed it. Yet few marketers have prepared their organizations to deliver personalized customer experiences at scale in the era of AI. This is especially true in Switzerland. The reason for this is twofold. First, a pervasive and growing fear about data privacy. According to a report by PwC, Swiss consumers are more concerned about data security and data protection than people in the rest of...

History has shown us that time and again, innovation is synonymous with revenue. Think Apple, Starbucks, and Disney. The question is “what” or “who” is at the origin of innovation? The answer in the digital world is Data.  What does data have to do with innovation? In a word, everything. For today’s customers—both B2C and B2B—the experience they have with brands outweighs the actual usage or consumption of products and services, particularly if you honor the customer's most...