You’re listening to customers. You’re combining their feedback with those bread crumbs of data that they leave with every transaction and interaction with your brand. You’ve developed customer personas to better understand who they are, what problems they are trying to solve, and what jobs they need to get done. You’ve mapped their journeys to understand their experience today and their expectations for a better experience tomorrow. You have done all of that, right?

And you’re analyzing all of that together to learn everything you can and to tell a better and more robust customer story.

And there you are. Stuck. Now what? What do you do with all of those insights? How do they get consumed and acted upon? And they must get consumed and acted upon—otherwise, it’s all just expensive trivia!

 …