S. Vandermerwe's Breaking Through: Implementing Customer Focus in Enterprises PDF

By S. Vandermerwe

ISBN-10: 0230514308

ISBN-13: 9780230514300

ISBN-10: 1403935033

ISBN-13: 9781403935038

During this booklet the writer brings jointly particular and leading edge paintings established upon her personal examine and paintings with best businesses within the overlapping components of technique, advertising and innovation to supply a brand new and dynamic version to enforce consumer concentration in companies. In an atmosphere of falling margins the version exhibits how one can elevate worth to shoppers and increase company effects.

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Extra info for Breaking Through: Implementing Customer Focus in Enterprises (Bloomberg Professional Library)

Sample text

Not only do the high-level principles and concepts act as stimulants because they show how the new way is more advantageous than the old, but they become the guiding forces for the decisions people have to make as they move along the process. The ‘Whys’ Behind the ‘Whats’ So, how the past is different from the future, old notions that should be replaced by fresh contemporary ideas, and how the locus and focus of value must change are all part of the agenda that enables the business model to be recast from products to customers at this awakening phase.

This is because from the customer’s point of view, they aren’t separate. Let’s take banking as an example. Traditional financial enterprises and the people within them see themselves in a particular department or industry selling particular products or services. Customers have a different view of themselves: moving through the different phases of their lives, they have different liquidity needs that change and evolve. They start (see Exhibit 5) as borrowers, perhaps students, who aspire to wealth.

The alternative would be to get involved in the derived needs stemming from customers: helping the healthcare fraternity achieve patient outcomes in disease areas, or even, going a step further, looking at 33 Breakthrough 2 34 healthy populations and seeking new ways of keeping them well and at peak performance levels. This is of particular importance given government concerns in Europe, the United States and Japan over unnecessary hospital administration and replacement costs that governments are determined to cut, which would also dramatically reduce the number of medicines being taken.

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Breaking Through: Implementing Customer Focus in Enterprises (Bloomberg Professional Library) by S. Vandermerwe


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