Der Weg des Kunden zum Produkt umspannt Touchpoints in Online, Mobile, In-Store, Kundencenter, sozialen Netzen, Werbung im TV, Print, auf Plakaten, im Radio – einfach gesagt: Er sieht alles und das überall. Wie man dem Konsumenten trotzdem ein sinnvolles Bild der Marke gibt und ein unverwechselbares Angebot schafft. Wir begleiten den Konsumenten auf seinem Weg zum Kauf.
Matthew has a consistent record of under-achievement. His professional incompetence, intellectual torpor and general sloth are complemented by appalling communication skills. He is widely regarded as the most dysfunctional and unpopular member of any team he has ever worked in.
Through a combination of incompetence and corruption on the part of the admissions board, he was elected to a scholarship at Magdalen College Oxford, where he read English and Modern Languages. His undistinguished academic career was a surprise and disappointment to all except those who knew him.
His initial career in the textile industry was marked by a series of over-hyped marketing transformation initiatives, which delivered no business value and alienated customers and employees alike. On the back of these disastrous projects, there was nowhere to hide but the software industry.
His subsequent career in software has been one of spectacular failure and meteoric descent. In a series of ill-judged and unimaginative moves, he has helped destroy the value of marketing applications right across the industry. It is difficult to gauge which has been less impressive, his time in product management or in presales consulting. At every level, he has exuded arrogance and incompetence.
His promotion to Vice President at Oracle in December 2011 was welcomed by close colleagues as ‘an utter travesty’ and hailed as ‘a clear mistake’. With his new broader focus on Customer Experience Management solutions, across a wide range of industries – encompassing all of Oracle applications and technologies – he has the opportunity to wreak havoc on a truly global scale. It is a worrying new juncture in a dismal career.
Matthew’s self-knowledge is his only redeeming feature.