All companies feel they are customer centric. And we're full of data about customers. But how useful is that to guide strategy and change initiatives? And do you and your wider team know that they can to do win and delight customers? Digital Transformation Influencer, Howard Tiersky, joins to explain how avatars, persona and ideal customer profiles can help to guide your transformation.

Listen to this podcast episode to discover:

• Why customer personas or avatars are essential to remain relevant. 
• How to balance fact and fiction when creating your avatars. 
• How to let your avatars guide your transformation and strategy. 

 Find the full show notes at www.obandco.uk/171.