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WINNER: CMI Management Book of the Year Awards 2015 - Innovation and Entrepreneurship Category (1st edition)
Many 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.
Contents
Chapter - 00: Introduction - Connect-convert-collaborate - How to build a customer-driven innovation journey;
Section - PART ONE: The zoom lens - Laying the foundation for outside-in strategy;
Chapter - 01: Connect using the zoom lens - Five practices to zoom in on your customer;
Chapter - 02: Convert using the zoom lens - How to create a culture of daily innovation;
Chapter - 03: Collaborate using the zoom lens - Placing the customer at the heart of your activities;
Section - PART TWO: The wide lens - How to innovate your current customer journey;
Chapter - 04: Connect using the wide lens - Understanding your customers' journey, goals and outcomes;
Chapter - 05: Convert using the wide lens - Creating innovative solutions to the challenges that customers face;
Chapter - 06: Collaborate using the wide lens - Creating customer value by collaborating along the value chain;
Section - PART THREE: The fisheye lens - Expanding your customer base to new horizons;
Chapter - 07: Connect using the fisheye lens - How to learn from customers you don't have;
Chapter - 08: Convert using the fisheye lens - Should business-model innovation be on your agenda?;
Chapter - 09: Collaborate using the fisheye lens - Creating adaptable ecosystems for change and expansion;
Section - PART FOUR: Conclusion;
Chapter - 10: Conclusion - Three essential capabilities - The playbook for continual customer-based growth
