Breaking Through, 2nd Edition - Vandermerwe, S.

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Résumé :
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.

Biographie:
SANDRA VANDERMERWE is Professor of International Marketing and Services at Imperial College Management School, London. She is a prolific and bestselling author whose work is based on ongoing, application driven research and collaboration with leading thinkers and practitioners. She works with several leading companies, has published in numerous academic journals and is on the editorial board of several international journals. Her bestselling books include, From Tin Soldiers to Russian Dolls: Creating Added Value Through Services (Butterworth Heinemann, 1993), The 11th Commandment: transforming to 'Own' Customers (John Wiley, 1996) and Customer Capitalism: Getting Increasing Returns in New 'Market Spaces' (Nicholas Brearley, 1999)....

Sommaire:
Introduction PART I: FIRST PHASE: THE AWAKENING Breakthrough 1: Create Strategic Discomfort and Excitement Breakthrough 2: Reframe New Beliefs PART II: SECOND PHASE: THE DISCOVERY Breakthrough 3: Articulate the 'Market Space' Breakthrough 4: Identify the Value Opportunities PART III: THIRD PHASE: THE STORY Breakthrough 5: Build a Compelling Case Breakthrough 6: Size the Prize PART IV: FOURTH PHASE: THE ENGAGEMENT Breakthrough 7: Model the Concept Breakthrough 8: Get People Working Together PART V: FIFTH PHASE: THE REWARD Breakthrough 9: Reach Critical Mass Breakthrough 10: Gather and Sustain Momentum