Breaking Through, 2nd Edition

Implementing Disruptive Customer Centricity

S. Vandermerwe

• Publisher: Palgrave Macmillan
• Year: 2014
• ISBN:
  9781137395511
• Topic: Business
• Subtopic: Marketing
• Index: Business

Customer centricity is fundamental to business growth and ongoing success. Most executives appreciate the importance of it yet don't know how to execute it or sell the processes internally. This thoroughly revised edition of Breaking Through guides readers systematically through the ten breakthrough points of implementation, to explain how to execute a transformation to customer centricity, so that a company can engage continuously with its customers, making them allies and advocates with all the rewards that it brings. With updates on digital opportunities, social media, emerging markets (including Africa), and the social as well as financial impacts of customer centricity, this book successfully blends strategy with implementation and also features a range of innovative new and traditional business examples from across the globe. Easy to read, in-depth and full of practical advice, this is the essential step-by-step guide to implementing customer centricity to endure in the long-term.

INDEX

360 degree influence 7, 40

account management 185–194

and collaborative consumption 185–188

old vs new 187–188

rating criteria 191

role of customer activity cycle 191

account partners, role of 192–193

accounting methods and new measures 252

disruption of 252

accounting, traditional limitations 26, 139–141, 250–257; see also arithmetic and numbers

action plan 133–134

activated people category and receptiveness to change 161, 163, 232

adoption rates see buy-in, take-up, conversion process, transformation process, pace and timing

advertising agencies 32, 179

advocacy, customer, value and measures 255

advocates, fans, users, super users 201, 219

Africa, lead examples from 72, 95, 150, 206, 226

aggregation of customers and account management 193–194

Ahrendts, Angela 19, 177, 220

alliances, joint ventures, other working arrangements, partnering 196

allies and sponsors 37

as brand loyalists 146

customers and lock-on 51

employees 2

investors 2

partners 2

Amazon 19, 20, 27, 42, 52, 56, 60, 73, 83, 91, 99, 100, 142, 145, 146, 150, 183, 194, 198, 199, 201, 203, 216, 223, 225, 237, 238, 239, 240, 245, 258

Amazon Publishing 239; see also authors

Amazon Web Services 100, 246

Amoabeng, Prince Kofi 69, 244

Apple 20, 46, 59, 61, 67, 79, 140, 227, 236

iTunes 81, 140

University 249

Aristotle, beliefs 42

arithmetic, limitations 136, 141; see ...

Table of contents

• Cover
• Title
• Copyright
• Contents
• List of exhibits
• List of tables
• List of boxes
• Definitions for this book
• Introduction
• First Phase: The Awakening
• Second Phase: The Discovery
• Third Phase: The Story
• Fourth Phase: The Engagement
• Fifth Phase: The Reward
• References
• Index