Why Customer Attention Is Your Most Valuable Currency

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Why Customer Attention Is Your Most Valuable Currency

Strategy Why Customer Attention Is Your Most Valuable Currency If you're creating a digital product, it's important to not just have data at every customer interaction point, but the right tools to turn that insight into action. By Matin Movassate , Chairman of the Board and Co-Founder, Heap @matinm1 Credit: Getty Images For anyone looking to build a successful digital product, the strategy seems deceptively simple: capture customers' attention, provide enough value to keep it and meet customers' needs faster and more seamlessly than the competition. If only it were actually that simple. In the customer journey, attention has become the ultimate commodity. A recent Deloitte survey looking at the true value of customer experience found that positive experiences drive customers to spend 140 percent more than negative experiences. Every moment of customer interaction is critical to success, and when customers don't immediately see the benefit a product offers, they often don't come back. Focus on holistic customer attention, not a directive. For every digital product in the attention economy today, getting anything less than a holistic overview of how a customers' attention moves is a missed opportunity for those trying to catch it. This idea was proven out back in…