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Customer Innovation by Marion Debruyne

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10

The playbook for enduring customer-based growth

Three essential capabilities

Companies rarely die from moving too quickly and they frequently die from moving too slowly. REED HASTINGS, CEO NETFLIX

Driving customer innovation fundamentally entails innovating the entire company around the customer. The first capability for customer innovation is to connect with the market and to constantly bring the outside in. There are three steps in developing the capability to connect with the market. In each of these three steps we deploy three different lenses.

Lens 1 is focused on existing customers. By tightening the bonds with their customer base, companies make sure there is a continuous feedback that allows them to stay tuned to changing customer ...

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