This week we are joined by Ian Cook, the General Manager of Slalom Build. Slalom Build is a “build-as-a-service” firm that consults and delivers cloud-first software, technology, and data products remotely. Ian explains how Slalom works with a wide range of companies to help them excel in modern technology that takes care of the Digital Customer.

Ian shares case studies from some of Slalom’s consumer-facing work, including two very well known exercise brands.

This case displays some of the ways in which approaching the customer as a Digital Customer helped one company to win.

He shares his experience and ideas on using an experience-led project approach in understanding your customer’s end-user and your customer’s customer.

Ben asks Ian to share some digital trends that he sees on the horizon and if there is something that he thinks marketers and digital leaders should be focusing on.

Other questions and insight from Ian:

What are some of the surprises that companies are facing regarding their technical fluency?

What do companies have to get past early on when creating software and technology and what does Slalom see that customers often may overlook?

What features and ecosystems are companies missing that they need to look into deeper once they move past the technology?

Where is the change curve the steepest - technology or mindset?

Ian reveals the company that has impressed him as a customer.