Gartner Research

Digital Differentiators Drive Product-Centric Organizations Toward Customer Centricity

Published: 20 May 2014

ID: G00260062

Analyst(s): Kurt Potter, Richard Hunter , Andy Rowsell-Jones


In the era of the digital business, product differentiation begins and ends with customer centricity. CIOs, enterprise leaders and product design teams can use this research to better understand and apply the full range of enterprise change involved.

Table Of Contents
  • Impacts


  • In a Digitalized Enterprise, Product, Operations and Customer Intimacy Merge

Impacts and Recommendations

  • To successfully digitalize products and services, CIOs and product designers must consider customer intimacy, which will impact operations, as well
    • Digitalized Products Are Inherently Customer-Centric
  • Customers have as much influence as product designers on the configuration of digitalized products in the field, requiring CIOs to capture their input
    • Reshaping Offers Vast Opportunities for Differentiation
  • In a digitalized world, a product is not a one-time purchase; it is the start of an experience that evolves over time, causing enterprise leaders to change multiple aspects of business models
  • As the world becomes increasingly digitalized, product designers will incorporate software principles into physical product design

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