Graham Hill underscores the importance of customer usage experience over marketing and ownership. He emphasizes that value for customers is derived from using a product or service to achieve desired outcomes.
However, many companies focus on marketing, sales, and ownership while neglecting the usage experience. He suggests that advanced technology empowers customers to customize their interactions and settings, making user experience the primary battleground in industries like retail and financial services.
Technology plays a critical role in managing interactions and orchestrating coherent journeys for mutual value between customers and businesses.
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