Service Innovation: How to Go from Customer Needs to Breakthrough Services

摘要: Don't ask your customers, "How is OUR service doing?" Ask them, are YOU Advance praise for Service Innovation: "To the CEOs of all companies I deal with: READ THIS BOOK!" -- Dave Wascha, senior director, Bing Product Management, Microsoft Corporation "Lance Bettencourt deftly blends his academic and consulting experience to provide an example-rich, readable, practical, innovative discussion innovation." Leonard Berry, coauthor Management Lessons from Mayo Clinic "Provides robust framework design services that unlock growth opportunities every business." Lance Reschke, vice president, Ceridian "The tools guidance in this book will inspire companies, small large, create effective desperately needed." Mary Jo Bitner, Ph.D., W. P. Carey School Business, Arizona State University, Services Marketing: Integrating Customer Focus Across Firm "Cracks code fuzzy front end through complete life cycle Innovation." Angelo Rago, division Global Services, Abbott Medical Optics "Filled with rich examples how firms can innovate helping customers get jobs done." Stephen Brown, University "Any leader intent on providing distinctive value must read Michael Reynolds, staff Commercial Marketing, WellPoint, Inc. If there's one truism about sector, it'sthat businesses don't succeed by inventing a better mousetrap; they finding best, most cost-effective way rid their customers' mice. In industries ranging heavy machinery health care financial consumer goods, innovation find new revenue streams--and enhance existing ones--by satisfying customer's need things done. Few understand than Bettencourt,a strategy adviser at Strategyn leading educatorin management consulting. And Innovation, gives master's class art science creating breakthrough products. True demands you shift focus away solution back customer. To achieve business--one takes making educated guesses building clear model guide innovation--Bettencourt instructs finer points rethink approach needs: customer defines product or service. mines nearly 20 years' teaching advising clients service- product-dominant demonstrate proven ways build, streamline, company's processes. Among numerous key ideas practices are: Insight understanding different types serve-and products deliver them Ways specific frameworks discoveringservice new, improved, supplementary Practical staying focused "fuzzy end" The fundamental elements winning Finding help people solve problems done why there goods first place. fills vital delivering essential put business latest frontier creation. A. (Bloomington, IN) Strategyn, Inc., pioneer outcomedriven innovation. Prior joining he served marketing faculties Indiana University.