Accenture and Medallia: Breaking the Code — Customer-Driven Learning and Innovation

The best-performing companies use customer feedback to fuel learning and innovation. This research reveals the formula for doing it well.

To better understand the specific practices that customer-driven innovators use to anticipate, act on, and adapt to the changing expectations of a more empowered consumer, Accenture and Medallia surveyed 450 senior customer experience and marketing executives across the US, Canada, UK, Germany and Australia. Our research suggests that customer-driven innovators—companies that both enhance and learn from the customer experience—have three main competencies that allow them to consistently deliver greater customer value. Read the whitepaper to find out what these three competencies are and how to achieve them.