By Patrick Barwise
Powerful customer-focused businesses have a transparent, appropriate promise which they obsessively convey day-in, day-out. whilst, they relentlessly force the industry through evolving the provide within the face of marketplace advancements and possibilities. simply because they meet shopper wishes larger than the contest, repeatedly, they may be able to generate sustainable, ecocnomic, market-leading natural progress. the matter the ebook addresses is tips to accomplish that. The authors determine 5 key steps utilizing their framework for achievement:
- Offer a transparent, correct customer promise
- Build customer trust by way of reliably offering that promise
- Continuously improve the promise, whereas nonetheless reliably offering it
- Drive the marketplace by way of innovating past the familiar
- Support all this with an open organization that promotes frank dialogue in response to transparent evidence and marketplace feedback.
Above the entire e-book runs counter to the trendy declare that the starting-point for company luck may be to discover a 'blue-sky', 'out-of-the-box' leap forward innovation. Barwise and Meehan use many compelling instances to demonstrate how managers can locate methods inside of their present community and association to accomplish long-term growth.
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Additional info for Beyond the familiar : long-term growth through customer focus and innovation
42 Similarly, Chad Vogelsong, Marketing General Manager at JVC Mobile, commenting on the successful launch of its in-dash A/V receiver targeted at 18–35 year old men, remarked, ‘The most effective way to reach our core customer. ’ YouTube clips in which its founder demonstrates the blender’s power and robustness by pulverising everything from a golf ball to an iPad. Since the campaign launched four years ago, the videos have been viewed more than 100 million times, and sales have increased 700%.
Working with large business partners A large business partner can bring abundant physical, financial, and management resources to a start-up. For instance, the UK online supermarket Ocado was launched as a joint venture with Waitrose, the leading premium supermarket chain. Waitrose supplies the products Ocado sells and delivers and provided 40% of the start-up investment capital in 2001. Conversely, for a consumer products start-up, a partnership deal with a major retailer can provide immediate national exposure and physical distribution.
There is no margin for error. 9% reliable, absolutely totally reliable. Providing secure electrical power to the many temporary military command stations, media centers, sound and video relays, and emergency medical stations is Aggreko, headquartered in Glasgow, Scotland – just as it has done for every inauguration since President Clinton’s first one in 1993. With around 3600 employees in over 140 permanent locations in 34 countries offering 24/7 coverage and back-up, Aggreko has become the world leader in the rental of essential power and temperature control by delivering on its brand promise: exceptional service and total reliability, period.
Beyond the familiar : long-term growth through customer focus and innovation by Patrick Barwise