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Rory Sutherland: Don’t push efficiency at the expense of customer experience
The Ogilvy vice-chairman argues brands’ focus on efficiency when implementing digital change is leading to “average” solutions, which don’t answer consumer needs.
As businesses drive ahead with digital transformation plans, many are falling into the trap of “obsessing” over efficiency rather than considering what customers actually want, according to Ogilvy UK vice-chairman Rory Sutherland.
The next Festival of Marketing takes place next week on 23 to 25 March at The QEII Centre in London and online. There are a number of ticket options. Visit the website for more details and to book your place.
