Who is a digital customer and what do they expect from companies in today’s fast paced, digitally driven world? On this episode of The Digital Enterprise Society podcast, Craig Brown and Thom Singer sit down with Howard Tiersky, CEO and Founder of FROM and author of Winning Digital Customers for a conversation about the role that digital tools play in today’s customer experience.  Whether they realize it or not, nearly every customer experience is affected by digital tools, and it is up to companies to keep up with the rapid change of pace that customers are demanding.    On today’s podcast, you will learn:   Who is a digital customer?  Digital customers live a digital-centric lifestyle.  Techniques of digitalization can help a customer visualize a product long before it is made.  Keeping the value the customer wants front and center continues to shift toward digitalization, especially in vehicles.    Maximizing the value proposition of customer preferences First, understand the customer you are addressing.  Utilize a wide range of customer research strategies.  Too many companies underinvest in customer research.  Digital technologies bring the ability to show off what a product could be.  Requirements are a tool, improved experience is the ultimate goal.    Clarifying the term ‘digital’ The terms we use to describe digital anything is just a reference to the tools that are used.  Digital refers to every aspect of a product or service, it is no longer an isolated department.  Digital is the future of every business, even Taco Bell.  The customer experience is improved when companies utilize digital.    Digitalization versus digital Digitalization takes something analog and creates a digital format.  Digitalization can also refer to the digital transformation.  Either way, customers have changed to be more digital and companies have to follow suit.  The digital experience has to meet the needs of today’s customer.    Continue the conversation with us within the Digital Enterprise Society Community at DigitalEnterpriseSociety.org.   Digital Download: Virtual Round-Table Series