For Bruno Herrmann, understanding as much as possible about customers – without letting personal bias interfere — is critical to global business success. Herrmann leads content operations across six regions of The Nielsen Company and was a recent contributor to SDL’s eBook, Transform Your Global Digital Experience: 10 Experts Share Their Secrets.
What it boils down to for Herrmann is understanding “what customers want, what they expect, what type of aspirations they have, and the cultural standards by which they live,” and then building products based on that knowledge. The danger, he says, is in assuming that the whole world behaves and is delighted in the exact same ways.
Your Global Digital Strategy Should Focus on Customer Needs
In his article contribution, Hermann provides specific recommendations across three areas:
- Understand your customer from day one
- Internationalize design
- Use automation wisely
This hyper focus on customers has not only produced a highly efficient and cost-effective global digital strategy for The Nielsen Company, it has also resulted in significant value and satisfaction for its customers around the world.