Customer storytelling at the heart of business success [Boxes and Arrows]

As most of us know by now, customer personas and scenarios are vehicles for helping an organisation continuously keep their customers in their line of sight.

This report discusses how the Arc Worldwide’s Experience Planning group (a division of the Publicis group) uses storytelling and multidimensional customer-based stories to provide relevance, direction, and resonance in today’s business planning landscape.

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