Breaking Through, 2nd Edition [electronic resource] : Implementing Disruptive Customer Centricity /
Vandermerwe, S.author.
Customer centricity is fundamental to business growth and ongoing success. Most executives appreciate the importance of it yet don't know how to execute it or sell the processes internally. This thoroughly revised edition of Breaking Through guides readers systematically through the ten breakthrough points of implementation, to explain how to execute a transformation to customer centricity, so that a company can engage continuously with its customers, making them allies and advocates with all the rewards that it brings. With updates on digital opportunities, social media, emerging markets (including Africa), and the social as well as financial impacts of customer centricity , this book successfully blends strategy with implementation and also features a range of innovative new and traditional business examples from across the globe. Easy to read, in-depth and full of practical advice, this is the essential step-by-step guide to implementing customer centricity to endure in the long-term.
Description based upon print version of record.
Cover; Contents; List of exhibits; List of tables; List of boxes; Definitions for this book; INTRODUCTION; 1 FIRST PHASE: THE AWAKENING; Breakthrough 1: Create Strategic Discomfort & Excitement; Why the mighty fall: and then (some) rise again; Hiding behind the numbers; Getting the sense of urgency; Finding ''points of light''; Breakthrough 2: Reframe New Beliefs; Making beliefs strategic; Turning the product corner; Why customers ''lock-on''; The value lies in the customer experience; Customer centricity has higher purpose; 2 SECOND PHASE: THE DISCOVERY
Breakthrough 3: Articulate the ''Market Space''Broadening horizons and boundaries; ''Market space'' defined; Becoming indispensable in your ''market space''; Existing, emerging and imagined ''market spaces''; Breakthrough 4: Identify the Value Opportunities; Value gaps and black holes; Methodology for mapping and mining customer value; How to unlock new wealth; Finding the hidden gold; Getting traction; 3 THIRD PHASE: THE STORY; Breakthrough 5: Build a Compelling Case; The new narrative; Stories must be told and sold; Building the story around customers
''Market spaces'' lead to purpose - the missionOpportunity scanning for new products and services; Breakthrough 6: Size the Prize; Adding numbers to narratives; Unlocking new customer currency; The total value equation; Back from the future; 4 FOURTH PHASE: THE ENGAGEMENT; Breakthrough 7: Model the Concept; Choosing where to aim; Involving customers; Rules for successful modelling; Getting early wins; Breakthrough 8: Get People Working Together; Tips and tripping points; Getting silos unified; Ways to accelerate engagement; New models for customer engagement; Finding external partners
Getting the plus sum gains5 FIFTH PHASE: THE REWARD; Breakthrough 9: Reach Critical Mass; Compounding customer take-up; Getting rapid multiplication; Making it easy for customers to say yes; Expanding the positive energy; Breakthrough 10: Gather & Sustain Momentum; Leveraging the investment; Reaping the exponential reward; Outpacing through know-how; Pushing performance boundaries; In for the long term; Demystifying disruption; References; Index
Includes bibliographical references and index.
Customer centricity is fundamental to business growth and ongoing success. Most executives appreciate the importance of it yet don't know how to execute it or sell the processes internally. This thoroughly revised edition of Breaking Through guides readers systematically through the ten breakthrough points of implementation, to explain how to execute a transformation to customer centricity, so that a company can engage continuously with its customers, making them allies and advocates with all the rewards that it brings. With updates on digital opportunities, social media, emerging markets (including Africa), and the social as well as financial impacts of customer centricity , this book successfully blends strategy with implementation and also features a range of innovative new and traditional business examples from across the globe. Easy to read, in-depth and full of practical advice, this is the essential step-by-step guide to implementing customer centricity to endure in the long-term.
Marketing.
Leadership.
Customer relations—Management.
Marketing.
Business Strategy/Leadership.
Customer Relationship Management.