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

Summary

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

Analysis

  • 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

Gartner Recommended Reading

©2019 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.