Question

Customers are central to the principles of convergence. they should not be viewed as ______ viewers of content but ______ users that play a _______ role in your narrative.

Answer 1

Customers are central to the principles of convergence. They should not be viewed as passive viewers of content but active users that play a central role in your narrative.

In order to create experiences that strengthen the customer's relationship with the brand, three powerful forces—media, technology, and creativity—come together through convergence. A customer-centric mindset must be adopted, and the entire organization must become responsive to the customer journey. Strategies must be supported by evidence from actual customer behavior rather than arbitrary gut instinct. It should be determined by that data where, when, and how to serve customers. Consumers must be involved in brand messaging through social platforms and ecosystems. The organization will always need to be modified for convergence. Testing, learning, constructing, and destroying are ongoing processes.

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