customer innovation book launch

BOOK LAUNCH 22 MAY 2014

© Vlerick Business School

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CUSTOMER CENTRICITY

INNOVATION

PERFORMANCE

“FOLLOW THE USER, AND ALL ELSE WILL FOLLOW.” GOOGLE


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CONNECT

IF WE DON’T CONSTANTLY INNOVATE, WE DO NOT DESERVE TO SURVIVE

JACQUES HOROWITZ – CHATEAUFORM


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CONNECT

CONVERT

IN A WORLD OF RAPID DISRUPTION, COMPANIES NO LONGER MUST--OR CAN--OWN ALL THE SKILLS REQUIRED TO THRIVE.


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CONNECT

CONVERT

COLLABORATE


CONNECT

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COLLABORATE


CONNECT

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COLLABORATE

Lab of new ideas


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COLLABORATE


1st LENS

ZOOM IN ON

CURRENT CUSTOMERS

70 PERCENT OF THE VALUE THE COMPANY HAS CREATED FOR CUSTOMERS IS FROM DAILY INCREMENTAL INNOVATION

JEFF BEZOS


THE GOAL

BE AN EXPERT IN YOUR CUSTOMER


MAKE YOUR CUSTOMERS MORE THAN

PASSIVE OBSERVERS


2nd LENS

ZOOM IN ON

CUSTOMER’S GOALS

“CUSTOMERS WERE NOT BUYING FILM, THEY WEREBUYING THE ABILITY TO MAKE MEMORIES”


The customer rarely buys whatthe seller thinks he’s selling


PATIENTS LIKE ME


ARE YOU STOPPING YOURSELF?


“...The skills-forward approach says, “We are really good at X. What else can we

do with X?” That’s a useful and rewarding business approach. However, if used

exclusively, the company employing it will never be driven to develop fresh

skills. Eventually the existing skills will become outmoded. Working

backwards from customer needs often demands that we acquire new

competencies and exercise new muscles, never mind how

uncomfortable and awkward-feeling those first steps might be...”

Jeffrey P. Bezos

Founder and CEO

April 2009, Letter to Shareholders


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3rd LENS

ZOOM OUT

“THE BIGGEST THREATS ARE THE ONES YOU DON’T SEE COMING”


“Precisely because firms listened to their

customers…, they lost their positions of

leadership”

C. Christensen

BEWARE OF THE CUSTOMER TRAP


WHERE IS WALLY?


When spring comes…Snow melts first at the edges

“SOME OF US LIVE IN THE FUTURE TODAY, AND SOME OF US WILL STILL LIVE IN THE PAST TOMORROW”


IS THIS WHAT YOUR GROWTH CURVE LOOKS LIKE?


SMALL IDEAS

WITH BIG IMPACT

© Vlerick Business School Prof Dr Marion Debruyne39

HOW WILL YOU BEAT THE ODDS?


The best way to predict the future is to participate in it

“DREAM YOUR WORST NIGHTMARE”

“THEN INVEST IN IT”

ROSABETH MOSS KANTER, WSJ, NOV 2013


IS THE FUTURE BLURRY? OR BRIGHT?


Should we offer wifi on the plane?

Will new meeting technology replace business travel?

How can we improve the entire travel experience for customers, from the moment they book a ticket, to the moment they step and until they arrive at their destination?

AIRLINE


Should we offer chat customer assistance?

How will mobile payments affect banking?

How can we create financial happiness?

BANK


Should we add shoes to the collection?

How to avoid the showrooming effect?

Can a style typology help customers find the right product for them?

CLOTHING RETAILER


How can we make our invoices clearer?

Will private grids and energy-storage solutions bypass the traditional electricity grid?

Should we add telecom services in an integrated solution?

ELECTRICITY GRID


LASERLIKE FOCUS

BLURRY IMAGE

PANORAMIC VIEW


TYPE OF INNOVATION

INCREMENTAL

BUSINESS MODEL

SOLUTION


UNCERTAINTY

LOW

HIGH

MEDIUM


TIME HORIZON

SHORT TERM

LONG TERM

MIDTERM


KEY COLLABORATOR

CUSTOMERS & EMPLOYEES

ECOSYSTEM

CUSTOMERS & SUPPLIERS


STRENGTH TO NURTURE

CULTURE

AGILITY

INTEGRATION SKILLS


CONNECT – CONVERT - COLLABORATE

“Companies rarely die from moving too fast,

and they frequently die from moving too slowly.”

Reed Hastings

CEO Netflix, 2011


THANK YOU!

Prof. dr. ir. Marion Debruyne

Associate Professor & Partner

Vlerick Business School

[email protected]

MarionDebruyne

customer innovation book launch

Business

google vlerick business

business travel

business approach

existing skills

fresh skills

chat customer assistance

skillsforward approach

new competencies