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The Customer-Driven Playbook: Converting Customer Feedback into Successful Products
by Travis Lowdermilk Jessica RichDespite the wide acceptance of Lean approaches and customer-development strategies, many product teams still have difficulty putting these principles into meaningful action. That’s where The Customer-Driven Playbook comes in. This practical guide provides a complete end-to-end process that will help you understand customers, identify their problems, conceptualize new ideas, and create fantastic products they’ll love.To build successful products, you need to continually test your assumptions about your customers and the products you build. This book shows team leads, researchers, designers, and managers how to use the Hypothesis Progression Framework (HPF) to formulate, experiment with, and make sense of critical customer and product assumptions at every stage. With helpful tips, real-world examples, and complete guides, you’ll quickly learn how to turn Lean theory into action.Collect and formulate your assumptions into hypotheses that can be tested to unlock meaningful insightsConduct experiments to create a continual cadence of learningDerive patterns and meaning from the feedback you’ve collected from customersImprove your confidence when making strategic business and product decisionsTrack the progression of your assumptions, hypotheses, early ideas, concepts, and product features with step-by-step playbooksImprove customer satisfaction by creating a consistent feedback loop
Customer-Driven Supply Chains: From Glass Pipelines to Open Innovation Networks (Decision Engineering)
by Raúl Poler Andrew C. Lyons Adrian E. Coronado Mondragon Frank PillerIn recent years, the supply chain has become a key element to the survival and prosperity of organisations in different industry sectors. Organisations dealing in dynamic business environments demand supply chains that support the satisfaction of customer needs. The principles of lean thinking that once permeated standalone organisations have now been transferred to the supply chain, making imperative the development of innovative approaches to supply chain management. Customer-driven Supply Chains: Strategies for Lean and Agile Supply Chain Design reviews the concept of lean thinking and its relationship to other key initiatives associated with supply chain management. Detailed industrial case studies based on the authors' experience illustrate the principles behind lean supply chains. Moreover, a series of diagrams are used to illustrate critical concepts and supply chain architectures. Special emphasis is placed on the importance of transferring lean principles from the organisational level to the supply chain level. The theory and principles behind lean supply chains are reviewed. Other concepts related to lean supply chains discussed in the book include: mass customisation, agility, information sharing and the bullwhip effect. A methodology used to measure the performance of supply chains is introduced; this methodology comprises the tools of decision timeline, data-flow diagramming, supply chain value stream mapping and a performance measurement scorecard. Readers will gain a clear picture of the competitive implications of lean supply chains. Customer-driven Supply Chains: Strategies for Lean and Agile Supply Chain Design will be a valuable resource of material to students studying supply chain/operations management as well as researchers in this field. Industry practitioners will learn how to develop sound supply chain strategies that can have a positive impact in their organisation.
Customer-Driven Transformation: How Being Design-led Helps Companies Get the Right Services to Market
by Joe Heapy Oliver King James SamperiService design is the activity of utilising resources and people to build and sustain services that not only meet customer needs, but can also add that little bit of magic or true competitive advantage. With an overcrowded market, there is little opportunity to break away from the pack and influence customer perceptions. Customer-Driven Transformation shows you how to use design thinking as a driver for organisational change translating your vision into compelling services that will delight customers. How did companies like Netflix, Airbnb or Uber revolutionize industries and win loyal followers? They started with them. By thinking about what customers need foremost, you can reinvent your value proposition and deliver services that just work. With this book, the authors show you how to instil an outside-in approach to strategy; moving away from management that's technology, marketing or resource optimization-led, to one that is customer-inspired and experimental with innovation. This book is a practical guide to leading a transformational programme within businesses using design thinking to change how services are created and ensuring everything is beautifully designed, elegant in use and brilliant in customer mindedness. With ground-breaking case studies featuring businesses like E-On Energy, Bupa, Dubai Airports, and Hyundai, Customer-Driven Transformation empowers companies to take control of customer experience and deliver long-lasting and impactful change. This is a cutting-edge book on one of the hottest management fields, and is inspiring content for any business leader who wants to understand how to reinvent their value proposition to gain market share and win customers.
The Customer Education Playbook: How Leading Companies Engage, Convert, and Retain Customers
by Daniel Quick Barry KellyDeliver maximum value to customers and clients with this blueprint to customer success In The Customer Education Playbook: How Leading Companies Engage, Convert, and Retain Customers, customer learning experts Barry Kelly and Daniel Quick explain how teaching customers to best engage with your products and services is the key to converting them from prospects to loyal advocates of your brand. In this book, you’ll examine how to define success for your customer, create a customer education development plan, and pursue customer success and revenue metrics. You’ll also: Learn why you should prioritize customer learning and invest in customer training and education Discover how to create a detailed customer success and retention plan that emphasizes delivered value Determine how to implement a learning strategy that maximizes and scales lifetime customer value Perfect for founders, executives, managers, and practitioners at companies of all kinds, The Customer Education Playbook is especially practical for SaaS company executives seeking to extract and provide maximum value from their customers over the long haul.
Customer Engagement: Contemporary issues and challenges
by Jodie Conduit Roderick J. Brodie Linda D. HollebeekHow customers and consumer behavior have been changing due to technology and other forces is of prime interest. This book addresses the central questions regarding new emerging consumer behavior; how does social media affect this behavior; how and at what points do emotions affect consumer decisions; and what triggers this is: How should engagement be conceptualized, defined and measured? How do social media and other marketing activities create engagement? The book draws on the rich, extensive knowledge of the authors who are pioneers in the field. The book's editors have identified the weakness in the current knowledge and aim to address this gap by touching on significant conceptual and empirical contributions to this emerging literature stream, providing readers with a comprehensive contemporary perspective of customer engagement. The book also endeavors to develop a richer narrative around the notion of social media and customer engagement, and the non-monetary notion of social media within new media-based social networks.
Customer Engagement in Theory and Practice: A Marketing Management Perspective
by Katarzyna ŻyminkowskaOffering a pragmatic understanding of customer engagement as an object of effective marketing management, this book takes an integrative approach and brings together different streams of marketing research, such as customer activism and value formation. The author explores the notion of customer engagement by analysing empirical data compiled from firms operating in the consumer goods and services sectors, as well as from the consumers themselves. An insightful read for scholars of consumer behaviour and customer relationship management, this book advances understanding of the drivers, components and effects (both positive and negative) of customer engagement and proposes a comprehensive framework for its management.
Customer Engagement Marketing
by V. Kumar Robert W. Palmatier Colleen M. HarmelingThis book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement.
Customer Experience 3.0: High-Profit Strategies in the Age of Techno Service
by John A. GoodmanCustomer Experience 3.0 provides firsthand guidance on what works, what doesn't--and the revenue and word-of-mouth payoff of getting it right.Between smartphones, social media, mobile connectivity, and a plethora of other technological innovations changing the way we do almost everything these days, your customers are expecting you to be taking advantage of it all to enhance their customer service experience far beyond the meeting-the-minimum experiences of days past. Unfortunately, many companies are failing to take advantage of and properly manage these service-enhancing tools that now exist, and in return they deliver a series of frustrating, disjointed transactions that end up driving people away and into the pockets of businesses getting it right.Having managed more than 1,000 separate customer service studies, author John A. Goodman has created an innovative customer-experience framework and step-by-step roadmap that shows you how to:Design and deliver flawless services and products while setting honest customer expectationsCreate and implement an effective customer access strategyCapture and leverage the voice of the customer to set priorities and improve products, services and marketingUse CRM systems, cutting-edge metrics, and other tools to deliver customer satisfactionCompanies who get customer service right can regularly provide seamless experiences, seeming to know what customers want even before they know it themselves…while others end up staying generic, take stabs in the dark to try and fix the problem, and end up dropping the ball.Customer Experience 3.0 reveals how to delight customers using all the technological tools at their disposal.
Customer Experience Analytics: How Customers Can Better Guide Your Web and App Design Decisions
by Akin ArikanAn unprecedented guide to user experience (UX) analytics, this book closes a mission-critical skill gap and enables business professionals in a digital-first world to make smart, effective, and quick decisions based on experience analytics. Despite two decades of web metrics, customer experience has largely remained a black box. UX analytics tools help businesses to see themselves and their customers with a new lens, but decision-makers have had to depend on skilled analysts to interpret data from these tools, causing delays and confusion. No more: this book shows a wide range of professionals how to use UX analytics to improve the customer experience and increase revenue, and teaches the C-SUITE method for applying UX analytics to any digital optimization challenge. It provides 50 case studies and 30 cheat sheets to make this a daily reference, and includes ten mindmaps, one for each role discussed, from senior leaders to product managers to e-commerce specialists. Managers across industries will regularly consult this book to help them guide their teams, and entry- to mid-level professionals in marketing, e-commerce, sales, product management, and more will turn to these pages to improve their websites and apps.
Customer Experience Branding: Driving Engagement Through Surprise and Innovation
by Thomas GadThe individual consumer now wields more power than ever before, with increased exposure to global cultures and media. This means that customer perception is now critically important and must as such must occupy the heart of any brand. This provides a wealth of opportunities to work with and adapt to customers' motivations, but at the same time presents a series of challenges around retaining their attention and fostering positive relationships with them. The secret of a brand's success often lies in its ability to respond nimbly to the unexpected adoption of its products or services - essentially its ability to surprise its consumers. To all intents and purposes, brands must continue to introduce innovative and intriguing experiences to customers so that they can remain differentiated from the herd and deliver a human message amongst increasingly automated and unremarkable communications.Developed from experience at the forefront of new branding developments at market-leading companies, and drawing on the lessons learned by cultivating start-ups with sponsors including Google, Customer Experience Branding expertly reviews the key considerations when devising brand strategy to introduce an element of newness and interest into customer interactions. Case studies are delivered from major brands that continually achieve this, including Apple, Starbucks, Virgin, LEGO, Google, GoPro, Uber, Instagram, KLM and Handelsbanken, and the Foreword has been provided by Sir Richard Branson, who has himself unfailingly responded to consumer need and overseen a remarkable portfolio over the years as a result.
Customer Experience Excellence: The Six Pillars of Growth
by Tim Knight David ConwayDiscover how the world's best brands create outstanding customer experience, engaged teams and market-beating growth with this practical guide, providing a model that will help any organization deliver effective and seamless customer engagement. Customer experience (CX) has been a phrase in business lexicon for over 30 years. Seen by many as the last battleground, where winners will gain competitive advantage and increased market share, there is not a company in the world that is not in some way focused on the quality of the experience they deliver.However, for many businesses, CX is neither a strategic discipline, consistently applied, nor is it a well-trodden path. It's not easy to deliver exceptional customer experience, again and again, and it becomes difficult to have a CX strategy that provides tangible and measurable results. Customer Experience Excellence provides a route map to CX success. Drawing on a vast body of research collated and curated by the global consulting group KPMG, this book shows how the world's most elite organizations have made excellence a habit, by creating authentic, human connections at scale. Whether dealing with external consumers or internal colleagues, learn how to become an enlightened and agile business and 'think customer' at every single touch point.
Customer Experience For Dummies
by Roy Barnes Bob KelleherGain, engage, and retain customers with positive experiences A positive customer experience is absolutely essential to keeping your business relevant. Today's business owners need to know how to connect and engage with their customers through a variety of different channels, including online reviews and word of mouth. Customer Experience For Dummies helps you listen to your customers and offers friendly, practical, and easy-to-implement solutions for incorporating customer engagement into your business plans and keep the crowds singing your praises. The book will show you simple and attainable ways to increase customer experience and generate sales growth, competitive advantage, and profitability. You'll get the know-how to successfully optimize social media to create more loyal customers, provide feedback that keeps them coming back for more, become a trustworthy and transparent entity that receives positive reviews, and so much more. Gives you the tools you need to target customers more precisely Helps you implement new social and mobile strategies Shows you how to generate and maintain customer loyalty in order to achieve success through multiple channels Explains how a fully-engaged customer can help you outperform the competition Learn how to respond effectively to customer feedback Your brand's reputation and success is your lifeblood, and Customer Experience For Dummies shows you how to stay relevant, add value, and win and retain customers.
Customer Experience im Zeitalter des Kunden: Best Practices, Lessons Learned und Forschungsergebnisse
by Daniel R. A. Schallmo Andreas RusnjakDieser Band widmet sich Themen zum Customer Experience Management und bietet anhand von Best-Practice-Beispielen unterschiedlichster Branchen, Fallstudien und empirischen Untersuchungen einen umfassenden #65533;berblick. Im Zeitalter des Kunden werden auf Dauer nur die Unternehmen erfolgreich sein, die ihren Kunden au#65533;ergew#65533;hnliche Erlebnisse und einen #65533;berlegenen Nutzen bieten. Hierbei ist es wichtig, das Verhalten und die Erwartungen von Kunden so gut wie m#65533;glich zu verstehen und entlang von Customer Journeys und Touchpoints zu gestalten. Die Beitr#65533;ge zeigen Ans#65533;tze, Hintergr#65533;nde und Konzepte, wie Unternehmen das Customer Expericence Management effektiv einsetzen k#65533;nnen.
Customer Experience in Fashion Retailing: Merging Theory and Practice (Mastering Fashion Management)
by Bethan AlexanderThis text provides a holistic, integrated and in-depth perspective on the growing field of customer experience (CX), in a fashion context.Merging three core perspectives – academic, creative agency and retailer – the book takes a chronological approach to tracing the evolution of customer experience from the physical store, to omnichannel through channel convergence to consider the future of fashion retailing and customer experience. Beginning with the theoretical perspective, customer experience evolution in a fashion retail context is traced, considering the definition of customer experience, physical retail, the digitalisation of customer experience, omni-channel retail, in-store technologies and envisioning future retail CX. The retail creative agency perspective looks at how to locate and design customer experience journeys, designing harmonised CX across retail brand environments online and offline, responsible retailing and taking a human-centric approach to create visceral, wellbeing-based experiences. Finally, the retailer perspective explores real-life case studies of great customer experience from international brands, including Zara, Nike, Ecoalf, To Summer and Anya Hindmarch. Pedagogical features to aid understanding are built in throughout, including chapter objectives and reflective questions.Comprehensive and unique in its approach, Customer Experience in Fashion Retailing is recommended reading for students studying Fashion Retail Management, Customer Experience, Retail Design and Visual Merchandising, Fashion Psychology and Fashion Marketing.
Customer Experience Management
by Bernd H. SchmittIn Customer Experience Management, renowned consultant and marketing thinker Bernd Schmitt follows up on his groundbreaking book Experiential Marketing by introducing a new and visionary approach to marketing called customer experience management (CEM). In this book, Schmitt demonstrates how to put his CEM framework to work in any organization to spur growth, increase revenues, and transform the image of your company and its brands. From retail buying to telephone orders, from marketing communications to online shopping, every customer touch-point offers companies an opportunity to maximize the customer experience and establish a bond that will never be broken.Customer Experience Management introduces the five-step CEM process, a comprehensive tool for connecting with customers at every touch-point. This revolutionary marketing guide provides cases of successful CEM implementations in a wide variety of consumer and B2B industries, including pharmaceuticals, electronics, beauty and cosmetics, telecommunications, beverages, financial services, and even the nonprofit sector.A must-read for senior executives, marketing managers, and anyone who wants to drive growth, increase income, and spur organizational change, Customer Experience Management demonstrates the power of collecting truly relevant customer information, developing and implementing winning strategies, and measuring their results.
Customer Experience Management in Business-to-Business-Märkten: Eine branchenübergreifende Untersuchung zu Konzeption, Messung und Wirkungen (Schriftenreihe des Instituts für Marktorientierte Unternehmensführung (IMU), Universität Mannheim)
by Moritz TischerMoritz Tischer zeigt die Bedeutung organisationaler Kompetenzen für das erfolgreiche Management der Kundenerfahrung (Customer Experience) in B2B-Märkten und leitet Handlungsempfehlungen für die Unternehmenspraxis ab. Hierfür schafft er in einer ersten empirischen Studie ein grundlegendes konzeptionelles Verständnis der Customer-Experience-Management-Kompetenz im B2B-Kontext. In einer zweiten empirischen Studie entwickelt er eine branchenübergreifende Skala, mit der Wissenschaftler und Manager die Customer-Journey-Management-Kompetenz von B2B-Unternehmen messen können und analysiert deren Einfluss auf den Unternehmenserfolg. Das Institut für Marktorientierte Unternehmensführung (IMU) wurde 1999 an der UniversitätMannheim neu konstituiert. Es versteht sich als Plattform für anwendungsorientierteForschung sowie als Forum des Dialogs zwischen Wissenschaft und Praxis. Ziel dieserSchriftenreihe ist es, wissenschaftliche Erkenntnisse zu publizieren, die für diemarktorientierte Unternehmensführung von Bedeutung sind.
Customer Experience Management in der Praxis: Grundlagen – Zusammenhänge – Umsetzung (essentials)
by Alexander TiffertAngesichts einer weiter fortschreitenden Homogenisierung von Produkt- und Servicemerkmalen wird es für Unternehmen immer wichtiger, sich über ein ganzheitliches Kundenerlebnis zu differenzieren. Daher ist das Thema „Customer Experience Management“ für nahezu jedes Unternehmen hoch relevant. Dieses essential gibt eine praxisnahe Einführung in dieses Konzept. Dazu werden sowohl zentrale Begriffe des Customer Experience Managements erklärt, als auch konkrete Aufgaben sowie Methoden für die praktische Umsetzung beschrieben. Anhand von drei Fallvignetten werden die Ausführungen abschließend anschaulich illustriert.Der Autor:Dr. Alexander Tiffert ist Experte für strategische Vertriebsentwicklung. Mit seinem Beratungsunternehmen begleitet er komplexe Prozesse zur Führungs- und Organisationsentwicklung bei Unternehmen in hochdynamischen Marktumfeldern. Zudem ist er Lehrbeauftragter für Vertriebsmanagement und Vortragsredner.
Customer Experience Management Rebooted: Are you an Experience brand or an Efficiency brand?
by Steven WaldenWalden shows why most customer experience management fails to improve the customer's real experience and how to concentrate on the subjective emotional perceptions that drive the customer's actual "experience" rather than the quantitative service efficiency metrics gathered by most CX tools. Customer experience management is not about managing every objective "experience" your customers have with you. It's about understanding, measuring and creating "experiences" that customers "value". So while service and efficiency are wonderful things, they represent "business as usual"; the ticket to the game, the platform from which "experiences" are created not the experience itself! The message of this book is that businesses are at risk! Their uber focus on efficiency is leading them to miss the chance to connect more closely with their customer base and deliver on the creative potential of their brand. They ignore the fact that technology is an enabler of the "experience" it is not "the experience". Customers are not data - they are people: living, breathing, contradictory, infuriating bundles of cognitive and emotionally-driven responses to stimuli. "Experience" deals with how customers think, feel and behave - the things that motivate them to act which go beyond frequently forgettable efficiency. This means differentiating by providing new and better experiences based on a deeper understanding of what motivates customers to buy. To do that we must leave the objective, quantitative, world of quality management and enter the subjective, qualitative, world of customer's psychology. Walden reboots our understanding of customer experience, showing us what it means, how to measure it, what we need to do to manage it and how we can gain financially from it. Understand, measure, create and do - but first of all, understand.
The Customer Experience Model (Routledge Focus on Business and Management)
by Adyl AliekperovFor any company, defining the most efficient marketing concept to create a competitive customer experience (CX) is vital for sustained development. The focus of this research is the creation of a comprehensible practical approach to the development of client experience: the Сustomer Experience Model (CXM). The practical application of the CX model will allow companies to create value for their customers and key stakeholders, thus generating the necessary profit and building conditions for further development. Balancing academic research and real-world applications, The Customer Experience Model provides a framework that readers can understand and utilize to implement improvements in a company. In this work the readers also will learn about application in customer experience formation of such concepts as "systems thinking", "learning organization", "Lewinian Experiential learning cycle". The role of a leader in the formation of an effective customer experience will be shown as well. Also the readers will get an obvious idea of how to plan customer experience and measure its effectiveness. The Customer Experience Model shows the latest state of knowledge on the topic and will be of interest both to students of business schools and universities at an advanced level, academics and reflective practitioners in the fields of leadership, organizational studies, marketing, and strategic management and consulting.
Customer First: A Mindset That Spells Success in Today’s World
by Jacqueline P. Mundkur Varun AggarwalHow often have you complained about poor customer experience at a hotel, an airport, with your telecom operator or even with your neighborhood grocery store? Our guess is more often than you would like. From the biggest global technology companies to the most customer-friendly brands, there are aspects to customer experience that go amiss despite large budgets or industry best practices. Through 13 relatable stories from Indian businesses, Customer First highlights lapses in customer experience efforts and how these issues were tackled or could have been successfully tackled.
The Customer-Funded Business: Start, Finance, or Grow Your Company with Your Customers' Cash
by John MullinsWho needs investors? More than two generations ago, the venture capital community – VCs, business angels, incubators and others – convinced the entrepreneurial world that writing business plans and raising venture capital constituted the twin centerpieces of entrepreneurial endeavor. They did so for good reasons: the sometimes astonishing returns they've delivered to their investors and the astonishingly large companies that their ecosystem has created. But the vast majority of fast-growing companies never take any venture capital. So where does the money come from to start and grow their companies? From a much more agreeable and hospitable source, their customers. That's exactly what Michael Dell, Bill Gates and Banana Republic's Mel and Patricia Ziegler did to get their companies up and running and turn them into iconic brands. In The Customer Funded Business, best-selling author John Mullins uncovers five novel approaches that scrappy and innovative 21st century entrepreneurs working in companies large and small have ingeniously adapted from their predecessors like Dell, Gates, and the Zieglers: Matchmaker models (Airbnb) Pay-in-advance models (Threadless) Subscription models (TutorVista) Scarcity models (Vente Privee) Service-to-product models (GoViral) Through the captivating stories of these and other inspiring companies from around the world, Mullins brings to life the five models and identifies the questions that angel or other investors will – and should! – ask of entrepreneurs or corporate innovators seeking to apply them. Drawing on in-depth interviews with entrepreneurs and investors who have actually put these models to use, Mullins goes on to address the key implementation issues that characterize each of the models: when to apply them, how best to apply them, and the pitfalls to watch out for. Whether you're an aspiring entrepreneur lacking the start-up capital you need, an early-stage entrepreneur trying to get your cash-starved venture into take-off mode, an intrapreneur seeking funding within an established company, or an angel investor or mentor who supports high-potential ventures, this book offers the most sure-footed path to starting, financing, or growing your venture. John Mullins is the author of The New Business Road Test and, with Randy Komisar, the widely acclaimed Getting to Plan B.
Customer Genius
by Peter FiskHello, I am your customer. Do you see the world like I do? It's simple really. Start with me and everything else follows. Together we can do extraordinary things. Are you ready? 10 building blocks, 30 practical tools, 50 inspirational stories. From Amazon to Banyan Tree, Quintessentially to Zipcars, explore 50 of the world's leading customer businesses. The rise of Air Asia, and the collaboration of Boeing; the segmented focus of Club Med, and the customer vision of Disney; the imagination of Camper, and the desire for the Nintendo Wii; the realism of Dove, and the tribal loyalty of Harley Davidson. The 'genius' of a customer-centric business is that it works from the outside in. It attracts, serves and retains the best customers as its route to profitability and growth. Isn't it about time you started doing business from the outside in?
Customer in the Boardroom?
by Rama BijapurkarIs the Customer In Your Boardroom? The business strategies of most companies in India are marked by the supply-sided, tunnel vision of the market and obsessively competitor-centred approaches. Customer in the Boardroom? highlights the need for companies to embed customer centricity into the heart of their business strategy development process, if they are to continue to grow profitably and secure their future. Rama Bijapurkar presents a compelling treatise on how to develop business strategy around the world of customers rather than the world of competitors. She draws a sharp distinction between the 'market = industry size' and the 'market = customers with needs' bases for developing business strategy. The book proposes Customer-Based Business Strategy (CBBS), a lucid and simple framework for the successful assimilation of customer-centricity in business strategy. The framework provides a blueprint for defining and choosing market segments, developing rivalry propositions, creating value delivery systems, reading markets and gaining customer insight, reading macro trends, strengthening strategy foundation analyses, removing organizational roadblocks and more. The book draws on the author's vast experience in consulting and teaching and places equal emphasis on both the theory and the practice of bringing the customer into the boardroom. The text is replete with anecdotes, examples and cases from India Inc. and is equally applicable to both B2B and B2C businesses. Written in the author's inimitable and accessible style, the text is an effortless and effectual read. Within these pages exists the roadmap for developing winning businesses strategy that enables businesses to beat competitors by providing value to the customer, in a way that competitors will find hard to imitate.
Customer Innovation
by Marion DebruyneA new set of organisations have discovered a new formula. They combine customer centricity with innovative power. These organisations have created a completely outside-in approach to the market. They are not driven by what they're good at. They start with the market and design their strategy around it. They replace practices of the past with a new set of capabilities, which enable them to be ahead of the curve in discovering new market opportunities. This enable them to develop new products and services faster than ever before and they hit the bull's eye in the market. Whereas the traditional value chain model regards the market as the end-outcome of the efforts of the organisation, the reversed value chain model starts there. The customer is the starting point and the value chain is the result of understanding customer needs and requirements. Packed with real world examples from a range of leading global companies including Disney, Coca-Cola, LEGO, Eurex, Netflix, KLM, Carglass, Komatsu, Callebaut and more, Marion Debruyne's provides every business with the framework it needs to combine customer focus with innovation to achieve success.
Customer Innovation: Delivering a Customer-Led Strategy for Sustainable Growth
by Marion Debruyne Koen TackxMany organizations approach customer-centic marketing and innovating their business strategy in isolation to one another, missing groundbreaking opportunities for advancement. Customer Innovation, second edition, turns this on its head by starting with the customer, innovating around their needs, then building a customer led business strategy around it. It presents a well-constructed three-by-three formula of connect, convert, collaborate, laying the foundations for innovation and change, to improve the current customer journey and expand into new customer horizons. This enables new product and service development to flow with outstanding efficiency and substantial growth. Customer Innovation, second edition, includes exciting updates around co-creation and the benefits of involving customers, stakeholders and employees from the beginning. It provides guidance on using technology to reinvent traditional business models, with consumer needs at the heart. With a spectacular range of case studies, including Disney, LEGO and Johnson & Johnson, all delivered with active takeaways, this is the ultimate handbook for any leader, business or marketing strategist, ready to pave the way in a new era of customer led strategy.