Beyond the Familiar

Beyond the Familiar

4.11 - 1251 ratings - Source

Strong customer-focused companies have a clear, relevant promise which they obsessively deliver day-in, day-out. At the same time, they relentlessly drive the market by evolving the offer in the face of market developments and opportunities. Because they meet customer needs better than the competition, again and again, they are able to generate sustainable, profitable, market-leading organic growth. The problem the book addresses is how to achieve this. The authors identify five key steps using their framework for success: Offer a clear, relevant customer promise Build customer trust by reliably delivering that promise Continuously improve the promise, while still reliably delivering it Drive the market by innovating beyond the familiar Support all this with an open organization that promotes frank discussion based on clear facts and market feedback. Above all the book runs counter to the fashionable claim that the starting-point for business success should be to find a 'blue-sky', 'out-of-the-box' breakthrough innovation. Barwise and Meehan use many compelling cases to illustrate how managers can find ways within their existing network and organization to achieve long term growth.It also works to keep all its social media activities true to and in support of the brand values. ... include a loyalty scheme, Facebook Flight Status app (a first for any airline) and VAAa#39;s first iPhone app, called Flight Tracker, which includes real- time aircraft positions a€“ also a first for any airline. We now turn to two aspects of the crucial, and c04.indd 85 c04.indd 85 2/11/2011 11:29:23 AM 2/11/2011 11:29 :23anbsp;...

Title:Beyond the Familiar
Author: Patrick Barwise, Sean Meehan
Publisher:John Wiley & Sons - 2011-09-19

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