The technological advancements in the past few decades and their swift adoptions have not only revolutionized the business world, but also compelled senior executives to think tactically about how to prepare their organizations in meeting the expectations of digital customers.
In this new digital world, large and successful companies in every vertical are being challenged by hundreds of startups. In fact, there’s always the possibility that a Facebook, WhatsApp, Apple or a Netflix may arrive and completely disrupt their traditional business model, or their industry. To survive in this dynamic, competitive marketplace, businesses must disrupt themselves and explore uncharted territories to unlock new ways to engage with customers and improve loyalty. This could only be done through business experimentation.