Connected Strategy: Building Continuous Customer Relationships for Competitive Advantage
Nicolaj Siggelkow · Christian Terwiesch
Okt 2020 · Gildan Media · Kimesimuliwa na David Marantz
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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, 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 various industries, 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.
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, 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 various industries, 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.
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Christian Terwiesch is the Andrew M. Heller Professor at the Wharton School, University of Pennsylvania, where he also serves as codirector of the Mack Institute for Innovation Management. He is an award-winning teacher with extensive experience in MBA teaching, online courses, and executive education.
David Marantz is an actor living in New York City. He has narrated eighty-five-plus titles since his first in 2011. He won an AudioFile Earphones Award for The Mind Club by Daniel M. Wegner and Kurt Gray, and was nominated for an Audie Award for his contribution to the short story collection Rip-Off!
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