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Customer Innovation: Customer-centric Strategy for Enduring Growth Paperback – 3 May 2014


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Product details

  • Paperback: 264 pages
  • Publisher: Kogan Page; 1 edition (3 May 2014)
  • Language: English
  • ISBN-10: 0749471646
  • ISBN-13: 978-0749471644
  • Product Dimensions: 15.6 x 1.4 x 23.4 cm
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Bestsellers Rank: 102,897 in Books (See Top 100 in Books)

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Review

"Will stand the test of time." (Beverly Landais CMgr FCMI (CMI Management Book of the Year judge) 2015-02-09)

"I've already thought of a couple of people I will recommend this book to." (Philip Crisp CMgr FCMI FIC CMC Chartered FCIPD (CMI Management Book of the Year judge) 2015-02-09)

Book Description

Customer Innovation presents a unique case for developing the outside-in organization to drive your business success, combining market orientation with innovation to enable actionable positive change in the way your company does business.

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Most Helpful Customer Reviews

Format: Paperback
I am greatly indebted to Barbara Bund for what I learned from her in her classic work, The Outside-In Corporation: How to Build a Customer-centric Organization for Breakthrough Results (October 2005). As she explains in the Preface, "The primary objective of this book is to help business managers use [her various] insights effectively in practice. It is to share the outside-in discipline -- to provide a road map for managers to follow in creating and leading outside-in corporations, even in organizations where the unfortunate inside-out perspective has prevailed in the past." (Page xviii) I am also grateful to Ben McConnell and Jackie Huba for what I learned from them in another classic, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force (November 2002) and to Fred Reichheld and his brilliant methodology, the Net Promoter System, that determines the "ultimate answer" from customers to a critically important question: "Would you recommend us to a friend?"

These initial comments serve as an introduction to what I have to say about Marion Debruyne's book, Customer Innovation. The strategy that she proposes in this book is hardly "new" and there are no head snapping revelations, nor does she make any such claim. The value of this book -- and it is substantial -- is derived from how effectively she explains how and why a customer-centricity strategy in combination with innovation can help to create a decisive competitive advantage for almost any organization, whatever its size and nature may be. In fact, Debruyne discusses the Net Promoter Score in her book, as well as other sources from which she has obtained (and duly acknowledges) relevant material.
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Format: Paperback
Marion Debruyne argues that you should make the customer the centre of your innovation activities and she produces a strong case to support this. She introduces a method using three lenses. The first examines the customer's current problems and issues. The second looks at the entire customer journey. The third lens considers a much broader perspective beyond the current environment. The book does not contain any radical new insights and at times it is a little repetitive but it gives a valuable and comprehensive coverage of customer-centric innovation. I particularly liked the case studies which are up-to-date, relevant and instructive.
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Format: Paperback Verified Purchase
This book describes a very easy to use framework on how innovation, from a customer perspective, can be implemented. Although it touches a lot of strategic points it is very accessible and easy to use. Due to the numerous cases described in this book, you get a very inspirational feeling.
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Most Helpful Customer Reviews on Amazon.com (beta)

Amazon.com: 5 reviews
1 of 1 people found the following review helpful
A "new" formula: Combine customer-centricity with innovation 22 July 2014
By Robert Morris - Published on Amazon.com
Format: Paperback
I am greatly indebted to Barbara Bund for what I learned from her in her classic work, The Outside-In Corporation: How to Build a Customer-centric Organization for Breakthrough Results (October 2005). As she explains in the Preface, "The primary objective of this book is to help business managers use [her various] insights effectively in practice. It is to share the outside-in discipline -- to provide a road map for managers to follow in creating and leading outside-in corporations, even in organizations where the unfortunate inside-out perspective has prevailed in the past." (Page xviii) I am also grateful to Ben McConnell and Jackie Huba for what I learned from them in another classic, Creating Customer Evangelists: How Loyal Customers Become a Volunteer Sales Force (November 2002) and to Fred Reichheld and his brilliant methodology, the Net Promoter System, that determines the "ultimate answer" from customers to a critically important question: "Would you recommend us to a friend?"

These initial comments serve as an introduction to what I have to say about Marion Debruyne's book, Customer Innovation. The strategy that she proposes in this book is hardly "new" and there are no head snapping revelations, nor does she make any such claim. The value of this book -- and it is substantial -- is derived from how effectively she explains how and why a customer-centricity strategy in combination with innovation can help to create a decisive competitive advantage for almost any organization, whatever its size and nature may be. In fact, Debruyne discusses the Net Promoter Score in her book, as well as other sources from which she has obtained (and duly acknowledges) relevant material.

I commend Debruyne on her skillful use of dozens of mini-case studies that focus on lessons to be learned from real companies in real-world situations, that have attempted to implement (with mixed results) the aforementioned strategy. The exemplars include Amazon, Adidas, Apple, Coca-Cola, Dow Corning, KLM, Netflix, Nokia, Otis Elevator, P&G, Salesforce.com, Starbucks, 3M, and Xerox PARC. "These organizations have created a completely outside-in approach to the market. They are not driving by what they happen to be good at. They start with the market and design their strategy around it. They build and change their company completely around the customer." She also makes excellent use of boxed mini-commentaries (e. "Small ideas with big impact," "Learn the language of the customer," "Reward for contribution," and "Say thank you!"

I agree with that many (most?) companies must "replace practices of the past with a new set of capabilities that enable them to be ahead of the curve in discovering new market opportunities. These enable them to develop new products and services faster than ever before. And they hit the bull's eye in the market."

Which business leaders will derive the greatest benefit from this book? Those whose organizations have become -- or are in danger of becoming -- hostage to what James O'Toole so aptly characterizes as "the ideology of comfort and the tyranny of custom." Almost everything they need to ask the right questions and then to formulate the right answers can be found in this book.
1 of 1 people found the following review helpful
Useful Advice on Putting the Customer at the start of your Innovation 15 Aug. 2014
By Paul Sloane - Published on Amazon.com
Format: Paperback
Marion Debruyne argues that you should make the customer the center of your innovation activities and she produces a strong case to support this. She introduces a method using three lenses. The first examines the customer's current problems and issues. The second looks at the entire customer journey. The third lens considers a much broader perspective beyond the current environment. The book does not contain any radical new insights and at times it is a little repetitive but it gives a valuable and comprehensive coverage of customer-centric innovation. I particularly liked the case studies which are up-to-date, relevant and instructive.
Is a Great way to interpret the concepts currents. Gives to you a great overview for the most current strategies and thinking 8 Nov. 2014
By Paulo Peres - Published on Amazon.com
Format: Paperback Verified Purchase
For me one of the best book that a read in times. Any job-descrition that you have you need to read it. Give a great selection (gathered and organized) along the several concepts, spread on in a lot of books for there. Marion made a book with a Great way, fast, soft, well interpreted and with week analogy (lens). I recommend it for to widen your vision about what is necessary to do currently for keep us competitive. Complement with "Open Services Innovation", "The End of Competitive Advantage", "This is Service Design Thinking", and "Business Model Generation".
Practical formula to turn your organization into a customer-centric 7 Aug. 2014
By Sari I. - Published on Amazon.com
Format: Kindle Edition
A very well constructed formula of how to transform your organization into a customer-centric organization. You can either use it pick parts to take on solving particular issues in your organization. Or use it as a "cook book" to transformation the whole way of working. Easy to read and story is enlightened with relevant case studies.
0 of 1 people found the following review helpful
A rich source of ideas for innovation 16 July 2014
By John Gibbs - Published on Amazon.com
Format: Paperback
Organizations must learn how to drive innovation from both the technology side and the customer side. The challenge for companies is how to get better at bringing those two sides together, according to Marion Debruyne in this book. The essence of customer innovation is that the organization and its ecosystem are a united force in addressing a market demand.

To flesh out these ideas, the author examines customer innovation through three “lenses”. The first lens is the close-up lens, focusing on existing customers, staying tuned-in to their demands and reacting quickly to shifts in customer requirements. The second lens zooms out a bit to view the entire customer journey, to understand what customers are trying to accomplish using the organisation’s products and services. The third lens zooms out further to look at emerging changes on the periphery of the market, to anticipate bigger future changes.

Established companies have always needed to keep their existing customers happy, and most reasonably attentive organisations can manage gradual change in the demands of those customers. However, in a climate of greater change and competition, an organisation needs to look for other products and services which it can offer customers to meet the customers’ full requirements more closely. And in a world of digital disruption, companies need to stay alert to unexpected developments outside their normal field of business, which may completely disrupt the existing marketplace.

I personally found the author’s analysis particularly helpful. As I was reading, the book gave me several ideas which could be applied in my own business context, particularly with regard to collaborating with customers in developing innovations. I have read several books on innovation recently, and this is one of the best.
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