‘Marketers, go back to your roots with user stories’ – Econsultancy
Ben Davis says, “The most important tenet of service design is working with user stories in mind.
This obsession with user centricity is creeping across business – is there any company exec that hasn’t expounded to the press that “the customer is at the heart of everything we do”?
Thankfully, there’s a renewed focus on the customer among marketers, too.
Marketers should always be cogniscent of what customers want to achieve by buying their product or using their service. How was this focus eroded in the first place?
- Has the idea of optimisation in digital media deflected from the human aspect of marketing?
- Has email (the spam cannon) made the marketer too trigger happy and not measured or considerate enough?
- Has targeted media and increasing segmentation increased workload for marketers, and dulled the message?”.
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