By S. Vandermerwe
During this booklet the writer brings jointly distinct and leading edge paintings established upon her personal examine and paintings with prime businesses within the overlapping parts of approach, advertising and marketing and innovation to supply a brand new and dynamic version to enforce patron concentration in organizations. In an atmosphere of falling margins the version indicates how you can bring up price to buyers and increase enterprise effects.
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Additional info for Breaking Through: Implementing Customer Focus in Enterprises (Bloomberg Professional Library)
The Consensus Myth This is a significant shift from the past, when change had to be cascaded downwards in an organization. Nevertheless, one of the important questions that people at the forefront of making new things happen have to ask is: how many people should we involve, and who? This has to be resolved early on if leaders are going to be able to move the process forward with gusto and tempo, and to do so in a positive way, enlightening rather than frightening, inspiring rather than ordering.
At Lego for instance, where the biggest problem in the 1980s was managing demand for its bricks and controlling growth, the most daunting challenge was to get the people in the enterprise to see that while the growth potential for their bricks was limited, the opportunities to enhance the quality of customers’ play experiences were limitless. So rather than simply continuing to perfect its physical bricks as in the past, Lego’s transformation was built around merging the physical and virtual worlds to enable kids to foster their creativity, conceptual thinking, interactive learning and sense of fun while at play (the Danish words ‘leg godt’, after which the company was named, mean play well).
Instead of which innovation should really be about forging a customer approach so as to have true and long-lasting hold. Here products and services are but a means to an end – ultimately it’s this end that customers want and the enterprise has to deliver. Most mobile phone manufacturers and operators neither know nor, it seems, particularly care, who buys their products or services. When an existing or new player finally does become the customer’s mobile concierge, indispensable to individuals on the move, whether for fun, function or fashion, it will leave the others by the wayside, relegated to simply making the handsets or providing the services – and suffering the inevitable consequences.