Gartner Research

Deep Customer Understanding Is Critical for Successful Digital Business Innovations

Published: 25 April 2018

ID: G00352479

Analyst(s): Leigh McMullen , Don Scheibenreif , Hank Barnes


Digital business is driving innovation teams to create new offerings. But creating a great product or service is not enough. To drive success, CIOs who guide these efforts should cultivate a mindset on the innovation team built around deep customer understanding using design thinking approaches.

Table Of Contents


  • The Best Product Rarely Wins
  • Which Comes First — The Digital Business Innovation or the Customer?
  • The Key Dimensions of Customer Understanding
  • Techniques to Develop Customer Understanding
  • Ecosystems and Customer Understanding
  • Putting Your Customer Understanding to Work

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