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Connected Strategy: Building Continuous Customer Relationships for Competitive Advantage

AUTHOR Terwiesch, Christian
PUBLISHER Harvard Business Review Press (05/21/2019)
PRODUCT TYPE Hardcover (Hardcover)

Description
The Internet of Things, robo investment advisers, wearable fitness devices, remote health care operations . . . business executives in many industries are currently being inundated with a confusingly and exhaustingly broad range of technological developments that enable new business models. There is, however, a common thread among all of these developments: firms are fundamentally changing how they connect with their customers. Rather than having occasional, episodic interactions--where customers realize they have an unmet need and then look for ways to fill it--firms are striving to be continuously connected to their customers, providing services and products as the needs arise, even before customers become aware of them. Firms such as Nike, Disney, Progressive Insurance, McGraw-Hill Higher Education, Medtronic, Hewlett-Packard, and Tesco are developing and competing on connected strategies: creating superior customer experiences through connectivity while simultaneously driving dramatic improvements in operational efficiencies and reshaping their industries. Strategy and operations experts Nicolaj Siggelkow and Christian Terwiesch reveal the emergence of connected strategies across a broad array of industries and show how these strategies work, how they eliminate the trade-off between superior customer experience and low cost, and how companies can formulate, design, and implement them. In showing how to create a connected strategy, the authors reveal the four pathways--respond-to-desire, curated offerings, coaching, and automatic execution--for turning occasional, episodic interactions into continuous relationships.
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Product Format
Product Details
ISBN-13: 9781633697003
ISBN-10: 1633697002
Binding: Hardback or Cased Book (Sewn)
Content Language: English
More Product Details
Page Count: 288
Carton Quantity: 20
Product Dimensions: 6.40 x 1.10 x 9.30 inches
Weight: 1.10 pound(s)
Feature Codes: Bibliography, Index, Price on Product, Illustrated
Country of Origin: US
Subject Information
BISAC Categories
Business & Economics | Strategic Planning
Business & Economics | Leadership
Business & Economics | Marketing - General
Dewey Decimal: 658.812
Library of Congress Control Number: 2018047850
Descriptions, Reviews, Etc.
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Business Models for Transforming Customer Relationships

What if there were a way to turn occasional, sporadic transactions with customers into long-term, continuous relationships--while simultaneously driving dramatic improvements in operational efficiency? What if you could break your existing trade-offs between superior customer experience and low cost?

This is the promise of a connected strategy. New forms of connectivity--involving frequent, low-friction, customized interactions--mean that companies can now anticipate customer needs as they arise, or even before. Simultaneously, enabled by these technologies, companies can create new business models that deliver more value to customers. Connected strategies are win-win: Customers get a dramatically improved experience, while companies boost operational efficiency.

In this book, strategy and operations experts Nicolaj Siggelkow and Christian Terwiesch reveal the emergence of connected strategies as a new source of competitive advantage. With in-depth examples from companies operating in industries such as healthcare, financial services, mobility, retail, entertainment, nonprofit, and education, Connected Strategy identifies the four pathways--respond-to-desire, curated offering, coach behavior, and automatic execution--for turning episodic interactions into continuous relationships. The authors show how each pathway creates a competitive advantage, then guide you through the critical decisions for creating and implementing your own connected strategies.

Whether you're trying to revitalize strategy in an established company or disrupt an industry as a startup, this book will help you:

  • Reshape your connections with your customers
  • Find new ways to connect with existing suppliers while also activating new sources of capacity
  • Create the right revenue model
  • Make the best technology choices to support your strategy

Integrating rich examples, how-to advice, and practical tools in the form of "workshop chapters" throughout, this book is the ultimate resource for creating competitive advantage through connected relationships with your customers and redefined connections in your industry.

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List Price $32.00
Your Price  $22.08
Hardcover