Description
Book SynopsisDr. Marion Debruyne is Dean at Vlerick Business School, Belgium, ranked within the Financial Times Top 100 Business Schools. An international coach and speaker on customer innovation, she is a professor of marketing and innovation, with diverse industry experience ranging from healthcare and financial services to consumer products.
Dr. Koen Tackx is a professor of strategic marketing at Vlerick Business School, Belgium where his main focus is on how companies can create superior value for their customers. Before joining the academic world, he held several executive positions in different service industries.
Table of Contents
- Chapter - 00: Introduction – Connect–convert–collaborate – How to build a customer-driven innovation journey;
- Section - PART ONE: The zoom lens – Laying the foundation for outside-in strategy;
- Chapter - 01: Connect using the zoom lens – Five practices to zoom in on your customer;
- Chapter - 02: Convert using the zoom lens – How to create a culture of daily innovation;
- Chapter - 03: Collaborate using the zoom lens – Placing the customer at the heart of your activities;
- Section - PART TWO: The wide lens – How to innovate your current customer journey;
- Chapter - 04: Connect using the wide lens – Understanding your customers’ journey, goals and outcomes;
- Chapter - 05: Convert using the wide lens – Creating innovative solutions to the challenges that customers face;
- Chapter - 06: Collaborate using the wide lens – Creating customer value by collaborating along the value chain;
- Section - PART THREE: The fisheye lens – Expanding your customer base to new horizons;
- Chapter - 07: Connect using the fisheye lens – How to learn from customers you don’t have;
- Chapter - 08: Convert using the fisheye lens – Should business-model innovation be on your agenda?;
- Chapter - 09: Collaborate using the fisheye lens – Creating adaptable ecosystems for change and expansion;
- Section - PART FOUR: Conclusion;
- Chapter - 10: Conclusion – Three essential capabilities – The playbook for continual customer-based growth
