Book Description
A world-renowned innovation guru explains practices that result in breakthrough innovations
"Ulwick's outcome-driven programs bring discipline and predictability to the often random process of innovation."
-Clayton Christensen
For years, companies have accepted the underlying principles that define the customer-driven paradigm--that is, using customer "requirements" to guide growth and innovation. But twenty years into this movement, breakthrough innovations are still rare, and most companies find that 50 to 90 percent of their innovation initiatives flop. The cost of these failures to U.S. companies alone is estimated to be well over $100 billion annually.
In a book that challenges everything you have learned about being customer driven, internationally acclaimed innovation leader Anthony Ulwick reveals the secret weapon behind some of the most successful companies of recent years. Known as "outcome-driven" innovation, this revolutionary approach to new product and service creation transforms innovation from a nebulous art into a rigorous science from which randomness and uncertainty are eliminated.
Based on more than 200 studies spanning more than seventy companies and twenty-five industries, Ulwick contends that, when it comes to innovation, the traditional methods companies use to communicate with customers are the root cause of chronic waste and missed opportunity. In What Customers Want, Ulwick demonstrates that all popular qualitative research methods yield well-intentioned but unfitting and dreadfully misleading information that serves to derail the innovation process. Rather than accepting customer inputs such as "needs," "benefits," "specifications," and "solutions," Ulwick argues that researchers should silence the literal "voice of the customer" and focus on the "metrics that customers use to measure success when executing the jobs, tasks or activities they are trying to get done." Using these customer desired outcomes as inputs into the innovation process eliminates much of the chaos and variability that typically derails innovation initiatives.
With the same profound insight, simplicity, and uncommon sense that propelled The Innovator's Solution to worldwide acclaim, this paradigm-changing book details an eight-step approach that uses outcome-driven thinking to dramatically improve every aspect of the innovation process--from segmenting markets and identifying opportunities to creating, evaluating, and positioning breakthrough concepts. Using case studies from Microsoft, Johnson & Johnson, AIG, Pfizer, and other leading companies, What Customers Want shows companies how to:
- Obtain unique customer inputs that make predictable innovation possible
- Recognize opportunities for disruption, new market creation, and core market growth--well before competitors do
- Identify which ideas, technologies, and acquisitions have the greatest potential for creating customer value
- Systematically define breakthrough products and services concepts
Innovation is fundamental to success and business growth. Offering a proven alternative to failed customer-driven thinking, this landmark book arms you with the tools to unleash innovation, lower costs, and reduce failure rates--and create the products and services customers really want.
Customer Reviews:
Simple and Disciplined Approach to Obtaining Customers' Wants.......2007-07-21
This is an excellent book that lays out a simple but disciplined approach to capturing what customers' want. With all the sources out there communicating how to do the voice of the customer, this book starts off by challenging that approach as being ineffective and then lays out what the author proposes as a better approach through the understanding of the customers' jobs that they are trying to perform, the outcomes (or key metrics that they use to measure how well a product or service completes a job) and the opportunities or those outcomes that are either underserved or overserved. The opportunities are the areas that a company should focus on to be successful in innovation. The author does this by sharing examples from different organizations that resulted in success. All in all a very refreshing approach to focusing on the customer and worth the read for all the innovators out there.
Purpose for Gathering Voice of the Customer (VOC) Data.......2007-06-08
Proposes a different purpose for gathering VOC -- that is, focusing on the customer's desired "outcome" of the job to be accomplished. I was very delighted to read about this approach since it allows more objectivity in designing final solutions. However, it appears the author fails to capture that this is infact VOC data collection. Students of Six Sigma know that VOC data collection is not about writing down what the customer "says". It is about uncovering true "needs" (or whatever term you want to use) directly from the customer and not some secondary party ill-equiped to articulate those "needs".
Good but not great.......2007-01-18
If you are new to market research or product innovation, this book is practical and easy to read and I recommend it. No need to read further in my comment.
For the more experienced reader: As a businessperson, I was disappointed in this book. At first I was carried away; Ulwick is a good writer. I was so excited, I restared the book and took notes. That is when I realized that this is essentially a marketing tool for his company. Ulwich doesn't give insight into how to find the "50-150" criteria he mentions beyond saying that good marketing researchers are important. Furthermore his comments about customer-driven innovation are incorrect. While I agree with him that many companies behave as he describes, this is because, as with other business tools/concepts, customer-driven innovation is misunderstand and misused. Most of what he talks about is identical to what I tell employees during training. What I got out of this book was a handful of sentences about focusing on the job your customer needs done, the constraints and the criteria by which customers will measure your "solution".
Most Practical Approach.......2006-11-11
This book offers the most practical approach to developing an innovation strategy of the many I have read.
It is one of the few that offers tools and ideas that can be put immediately to work in a business.
Cutomer Service Training.......2006-10-07
Innovation is primal to success and business growth. Offering a proven alternative to failed customer driven initiatives, this wonderful book offers you the tools and strategies to unleash innovation, lower costs, and reduce failure rates and create the products and services customers really want.
Customer Reviews:
Want to success in the business? Be customer driven.......2001-10-24
After reading this book, your should know the importance of treating your customers well:external customers and internal customers. This book is easy to follow with clear structure and concise wording. This book also teach you how to be the customer driven company. Moreover, with the tool kits, you can really move from talk to action. "if you treat your customer good, they will come back, if your treat your products good, they never come back", which mean that to run a success business, you are not only have to produce high quaility products but also treat your Customers well. Check out from this book now to know how to be the customer driven company.
Very practical, worthwhile to read.......2001-10-14
This book is very worthwhile to read. It tells us
how important customer is. If a business only concerns
about its own product quality without placing a high
emphasis on their services to customers, that business
will not be able to success.
The book is especially useful for businessmen. It provides
7 imperatives for being a customer driven company. There
are also toolkits provided which help guiding businessmen
how to do in reality.
A readable book on how to become a customer-driven company........1999-01-07
The last quote in this book says it best, so let's start with that. According to retailing legend Stanley Marcus of Neiman-Marcus: "There are only two things of importance. One is the customer, and the other is the product. If you take care of customers, they come back. If you take care of your product, it doesn't come back. It's just that simple. And it's just that difficult." Richard C. Whiteley, co-founder of The Forum Corporation, a leading consulting group that works with companies on customer-focussed quality issues, has written a readable, relatively basic (that doesn't necessarily translate to simple) book on how to become a customer-driven company. Based on five years of research conducted by his company, the book reviews such maxims as "Saturate your company with the voice of the customer," and "communicate your vision constantly." While there is nothing particularly new about what Whiteley reports, he carefully catalogs the process of determining what customers want and how to give it to them. In so doing, he leads the reader along the customer's path, and provides insightful points to ponder. What's interesting about this book is the duality of the material presented. Of the roughly 300 pages in this book, one-third is an extensive appendix filled with various customer surveys, and explanations of other research tools. Need to create a histogram? No problem, it's in this book, as are explanations on force field analyses, process mapping and tracking and more. While informative as a reference tool, this last third is starkly different from the main text, which covers the message in a basic, quick-read way. In any case, reading both parts will give you a full sense of the customer-driven movement and some how-to's to begin the journey.
Should be required reading for any business manager........1998-02-02
Simple, interesting, focused. Whiteley hits at some of the 'sacred cows' of business and challenges managers/leaders to change all that is not in the customers' best interest. Could start a revolution in 'cost-centered', narrow-minded corporations.
Book Description
How to tell if-and how much-CRM is working in your firm
Enthusiastically adopted by many firms as the way of the future, Customer Relationship Management is now facing its toughest challenge yet: the company evaluation. Measuring what gains CRM has made for your company, if any, is sound business. And Performance-Driven CRM lets you determine how sound your investment in CRM has been, with practical tools for measuring and monitoring CRM initiatives and its impact on operations and the bottom line. Fully equipped with questionnaires, assessment tools, exercises, and action plans, the book also contains case studies and best practice examples from PricewaterhouseCoopers's global CRM practice, including FedEx, NEC, and Sears. With tips on e-business applications, the book describes how to use Web tools in research and what to measure in an Internet environment. This is an ideal resource for measuring-and maximizing-the return on your firm's CRM investment.
Customer Reviews:
Insightful!.......2002-11-26
Right or wrong, the customer is always the source of prosperity. Since your business depends on satisfying, keeping and increasing your customers, you'll be glad to know their happiness is in your hands. Stanley A. Brown and Moosha Gulycz describe how to start and run an effective Customer Relationship Management (CRM) program. First, understand your customer and your organization. Then, commit to improving quality, ever striving up hill. Though they stop blessedly short of saying, "just hire us," the authors/consultants explain how to use CRM techniques and measurement tools. The principles are familiar, but the detail-rich text uses visuals, questionnaires and case studies for deeper, hard-core teaching. All this nitty-gritty isn't for amateurs, so we from getAbstract know the target customers for this book: managers involved in customer relations; this door is for staff only.
Book Description
Reorganize any project for improved efficiency and quality
Designed around numerous case studies, Customer-Driven Project Management, Second Edition drives home the importance of front-end customer involvement for project managers and engineers alike. Authors Bruce T. Barkley and James Saylor have added six new chapters to this edition, focusing on Internet support systems, selling the project, and a model for e-business projects. This integrated approach to Custom-Driven Project Management (CDPM) explains the new enterprise project life cycle and gives you a wide range of effective tools for developing customer-driven teams. You learn how to:
* Use people involvement tools and techniques
* Recognize senior management’s role in project review
* Be aware of the full range of personal and professional issues
* Apply definition, selection, and analysis tools and techniques
*Work with project management and system development tools and techniques
* More
Average customer rating:
- Beware of the first two reviews for this book
- Demystifies Measurement Analytics
- Immediately useful ideas!
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Data-Driven Business Models (with CD-ROM)
Alan Weber
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ASIN: 0324222335 |
Book Description
Using measured performance has become a favorite topic of seminars and articles in the trades and business press. This means how you view, develop and run your business - using all of the data available to do that - and how to model and to continuously reinvent that business to meet the needs of current customers and identify and capitalize on new profitable opportunities. Theoretically, every business should be concerned about this subject. But, in general, the idea of business models has become a matter of concern and interest for most companies beyond the level of small business - over $50 or $100 million in annual sales up through the Fortune 100.
Customer Reviews:
Beware of the first two reviews for this book.......2006-11-07
"John Goodman" and "John C. Trewolla" only have one review apiece, and it is for this book, and they are both from 'Kansas City' and they both give the book '5 stars' - evidently the author does know something about marketing ;)
The author is from Kansas City.
Demystifies Measurement Analytics.......2005-10-08
Data-Driven Business Models provides an extensive yet straightforward look into accountable marketing. It demystifies measurement analytics by breaking them down in clear and concise terms. This book is highly useful for business managers from all sectors who want more accountability of their marketing investments.
Immediately useful ideas!.......2005-09-16
I knew we needed to change our marketing strategy because the "same old same old" was just not working any more -- but this book showed me HOW to decide which changes were going to be profitable. It is readable, understandable and even occasionally entertaining and is consistently interesting. It's completely practical, too -- which means we can actually use the information it presents.
Average customer rating:
|
The Seven Myths of Customer Management: How to be Customer-Driven Without Being Customer-Led
John Abram , and
Paul Hawkes
Manufacturer: Wiley
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Binding: Hardcover
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ASIN: 047085880X |
Book Description
In this lively and readable book, the authors argue that in recent years far too much has been made of customer satisfaction, and that this has come at the expense of hard-edged consumerism. Whether or not "the customer is king," the first rule of business is to make money. Pragmatic and practical, the book destroys seven key myths about customer management that have gained almost folkloric status, and provides a step-by-step action plan for linking customer service with commercial goals.
Download Description
This is a concise paperback version of the authoritative International Handbook of Personal Construct Psychology, focusing on the practical elements of that volume. Ideal for the individual practitioner, this selection of chapters covers the basic theory of personal constructs; the many skills and tools used by personal construct psychologists; its general application to psychotherapy and counselling; as well as many specific applications such as cross-cultural understanding, post-traumatic stress, children, teacher education, organizational change, nursing and family therapy. This is an indispensable guide to theory and skills for those wishing to use the personal construct psychology approach in their practice. It will appeal to a wide range of professionals such as psychologists, teachers, psychiatrists, nurses, system engineers and managers.
Book Description
For forty years managers have been exhorted to "stay close to the customer and ahead of the competition." And with good reason Research now shows that market driven organizations outperform their rivals. Given the obvious benefits, why do so many companies fail to become market driven? Because their internal processes, structures, incentives, and controls get in the way, says George Day, one of the world's leading authorities on mar keting Strategy. Building on his pathbreaking book Market Driven Strategy and a decade of experience in coaching firms to deliver superior customer value, Day presents for the first time a battle tested hame work for creating the market-driven organization.
In eminently readable prose, Day argues that in successful market driven organizations, three key elements -- capabilities, culture, and configuration -- are aligned to the market. Day explores the distinctive market sensing and market relating capabilities that are at the heart of the market-driven companies. He draws on examples of such market-driven firms as Intuit, Wal-Mart, Virgin Airlines, Disney, and Gillette to illustrate how intimate knowledge of their customers and markets gives these firms a powerful advantage over rivals. By contrast, Day shows how failure to align the organization to the market can result in such mishaps as IBM's loss of leadership of the computer market or Motorola's stumble in shifting from analog to digital cellular phone systems.
Using case studies of Owens Corning, Sears, and the Eurotunnel, Day provides a concise roadmap to managers who want to strengthen the orientation of their organizations to the market. He concludes with a detailed diagnostic questionnaire to help managers assess their own progress Here at last are all the insights and tools necessary to construct a company with superior skills for understanding, attracting, and keeping valuable customers.
Download Description
"Market driven strategy" is a buzzword that many business people use without fully grasping its meaning. Now George Day -- the inventor of the phrase -- follows up his groundbreaking book Market Driven Strategy with practical advice for managers who want to better communicate with their customers, perform miles ahead of their competitors, and continually be responsive to both. Based on nearly a decade of research, teaching, and consulting on the topic, The Market Driven Organization shows how to apply Day's essential marketing theories to an entire company. Featuring hundreds of examples from such companies as Virgin Atlantic, General Electric, Procter & Gamble, Staples, and more, Day takes readers step by step through the process of becoming market driven. Complete with diagnostic questionnaires and other assessment tools to identify strengths and weaknesses and lead companies through change, The Market Driven Organization is an indispensable guide that will provide managers with crucial insights drawn from the most thorough research of the decade.
Customer Reviews:
Highly Recommended!.......2001-10-31
Expanding on the groundbreaking concepts first presented in Market Driven Strategy, George S. Day presents a detailed illustration of what a market-driven organization looks like and how it operates. This practical book provides many specific suggestions that executives can implement to get their companies in tune with their customers and their markets. Day also presents contrasting examples that show blunders, setbacks and outright failures among companies that stubbornly retain inward-looking cultures. This book joins Day's earlier work as a classic in the management field and we [...] recommend both books to business people at all levels.
An easy-to-read book on the value of being market-driven.......1999-11-04
Too often, executives think that "being market-driven" is just a catch-phrase; this book explains the difference between being market-driven and being technology-, sales-, or finance-driven. It describes why market-driven organizations are more profitable, using clear examples of successful companies. It's a must-read for senior executives.
Average customer rating:
|
Customer-Driven Strategy: Winning Through Operational Excellence
Thomas F. Wallace
Manufacturer: Wiley
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Binding: Hardcover
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ASIN: 0471132179 |
Book Description
This indispensable resource presents a straightforward technique to evolve a customer-driven perspective from new product development in order to effectively manage the supply chain. Explains how to leverage continuous improvement initiatives to attain higher levels of performance, create accurate performance measures and maximize the market impact of novel product releases. Includes examples from leading companies.
Customer Reviews:
About the book:.......2005-05-09
Contents:
Ch 1- Is Your Company At Risk?
Checklist: Exposure to Risk
Decision Making--Improving Your Batting Average
Strategy Is Urgent--Excellence in Action: Simon Engineering Ltd.
Access Group, Gloucester England
Ch 2- Strategic Planning--What, Why, Where and Who
What Is Strategy, Anyway?
Various Levels of Strategy:
---Corporate Strategy
---Business Unit Strategy
---Operational Strategy
Ready-Fire-Aim
Strategy Drives Action
The Healthy, Robust, Competitive Company
Technologies and Tools
---Excellence in Action: Burns Aerospace Corp., Winston-Salem, North Carolina
Strategic Checkup
Ch 3- Breaking the Rules: Zero Trade-Offs
Competitive Factors
---On-Time Deliveries
---Flexibility
---Conformance Quality
---Performance Quality
---Price
Toward Zero Trade-Offs
---Quality Versus Cost
---On-Time Deliveries Verus Inventory Investment
---Flexibility Versus Quality, Flexibility Versus Cost
---Excellence in Action: Tellabs, Inc., Lisle, Illinois
For Zero Dollars
---Big Bucks
A Word About People
Strategic Checkup
Ch 4- Customers--The Reason for Being
Transformational Change
Customer Linkage
Product Confirguration--Where Do You "Meet the Customer"?
---Excellence in Action: Cover/OPW Fueling Components Group, Cincinnati, Ohio
Demand Management
Internal Customers
Strategic Checkup
Ch 5- People--The Heart
People Empowerment
Small Work Groups
Empoyment Security
Compensation Plans
---Gainsharing
---Skill Based Pay
Education and Training
Excellence in Action: Milliken and Company, Spartenburg, South Carolina
Hiring Practices
Middle Management and First-Line Supervision
Strategic Checkup
Ch 6- New Products--The Lifeblood
Critical Issues for New Product Development
Quality Function Deployment
Design for Manufacturability
---Concurrent Engineering
---DFM Mechanics
---Excellence in Action: Steelcase, Inc, Grand Rapids, Michigan
Strategic Checkup
Ch 7- Continuous Improvement--The Conscience
Myths About Just-in-Time
The Essence of Continuous Improvement
Just-in-Time: The Driver
---The Just-in-Time Process
---Kanban
Total Quality Control
---Cost of Quality
---Excellence in Action: The Tennant Company, Minneapolis, Minnesota
---Source Assurance of Quality
---Mistake-Proofing
---The Baldrige Award
Benchmarking
Strategic Checkup
Ch 8- Tactical Planning and Control--The Central Nervous System
The Elements of Manufacturing Resouce Planning
MRP II Attributes
---Internal Linkage
---Line Accountability
---Feedback
---Financial Integration
---Simulation
---Linkage and Strategy
---Excellence in Action: PYOSA, Monterey, Mexico
MRP II's Integration with Just-in-Time
Strategic Checkup
Ch 9- Facilities and Equipment--The Muscle and Bone, Part I
Plant Location/Relocation
Focus
---Excellence in Action: Radio Cap Company, San Antonio, Texas
---Process Focus?
Flow
---Job Shop
---Flow Shop
---Cellular Manufacturing
The Focus-Flow Connection
Automation
Computer Integrated Manufacturing
Capacity Strategy
---Lead Versus Lag
---Capacity Planning
Capital Budgeting
Strategic Checkup
Ch 10- Supply Chain--The Muscle and Bone, Part II
Vertical Integration Overview
Vertical Integration--Downward
---Make-or-Buy
---Supplier Partnerships
---Supplier Scheduling
---Excellence in Action: Xerox Corporation, Webster, New York
Vertical Integration--Upward
---Customer Partnerships
---Distribution Resouce Planning
Strategic Checkup
Ch 11- Measurements--The Vital Signs
Another "Industrial Revolution"
Operational Measurements
---Measures of Customer Satisfaction
---Resulting Vesus Enabling Measures
---ABCD Checklist
Financial Measurements
---Problems with Product Costing
---Activity Based Costing
---Other Uses for Cost Information
---Excellence in Action: Hewlett-Packard; Roseville Networks Division, Roseville, California
Strategic Checkup
Ch 12- Customer-Driven Strategy--The Brain
Benefits and Pitfalls
The Strategic Planning Process
---The Customer-Driven Strategy Statement
---Measurements and Tracking Tools
---Frequent Top-Management Review
How to Get Started
---The Champion
---The Facilitator
---The Strategy Formulation Meeting
---Action Plans
Winning Requires Teamwork
Appendix A- Marketplace and Financial Aspects of Reducing Setups and Changeovers
Appendix B- The Oliver Wight ABCD Checklist for Operational Excellence
Appendix C- The Trade-Off Matrix
Appendix D- A Sample Strategy Statement
Appendix E- The Oportunity Evaluator
Appendix F- The Workload Estimator
Appendix G- Glossary
Book Description
This edition will address critical changes in marketing concepts and strategy, and shed light on what must be done now to remain competitive in a customer-focused, market-driven economy.
* In addition to bringing each chapter up-to-date, this new edition will add numerous current topics such as branding, marketing strategy implementation, sales force deployment, value delivery database marketing, CRM, the rise of both outsourcing and strategic alliances, the challenges of globalization and e-commerce, and the lessons learned from the dot-com debacle.
Average customer rating:
- Don't Just Read The Book!
- Managers will learn how to incorporate CPV into business
|
Customer Power : How to Grow Sales and Profits in a Customer-Driven Marketplace
David C. Swaddling , and
Charles Miller
Manufacturer: Wellington Press (OH)
ProductGroup: Book
Binding: Hardcover
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ASIN: 0970087942 |
Book Description
This is one of the first books on "what to do" about powerful customers, written for managers who are ready to take action on increasing the value they deliver to customers. It offers information, recommendations, and examples about using the principles of Customer Perceived Value for marketing strategy, marketing, operations, and service delivery management decisions. The book is targeted at strategy-level managers in every industry, both business-to-business and business-to-consumer.
Customer Reviews:
Don't Just Read The Book!.......2004-10-28
Dave Swaddling and Charles Miller have effectively articulated the direction that market research is taking. As a professional market researcher, I have seen the mistakes organizations have made as a consequence of bad market research. There have been too many wrong questions asked for too long a time. In Customer Power, Swaddling and Miller demonstrate that the questions researchers need to ask must focus on how customers make buying decisions, the factors they use to define value, how much value is delivered by each factor and the importance of how each of those factors impacts decision-making. The "Customer Perceived Value" approach described in this book is about researching the outcomes the customer desires by purchasing a product or service. CPV represents an important shift from organizing a company around products to organizing a company around customers. Don't just read the book, engage Dave Swaddling and Charles Miller in a project. It will change the way marketers look at their customers.
Managers will learn how to incorporate CPV into business.......2001-03-02
Customer Power: How To Grow Sales And Profits In A Customer-Driven Marketplace focuses on informing corporate managers at all levels of authority about "customer perceived value" (CPV), potential hazards in identifying CPV, and management tools for developing and capitalizing on CPV. Managers will learn how to incorporate CPV into their business strategies, its role in market segmentation, product innovation, pricing, channel management, marketing communications, operat-ions management, and more. David Swaddling and Charles Miller successfully collaborate in presenting an informative, practical, effective, and "user friendly" course in CPV oriented management that is very highly recommended reading for anyone involved in corporate policy making, supervision, product development, sales, or customer service.
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Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant
The Innovator's Solution: Creating and Sustaining Successful Growth
Seeing What's Next: Using Theories of Innovation to Predict Industry Change
Making Innovation Work: How to Manage It, Measure It, and Profit from It
Harvard Business Review on Innovation
