Join Stefan Michel for an in-depth discussion in this video Innovating outside of your firm, part of Service Innovation.
- Business challenges and customer dissatisfaction…are often due to problems for which you are not responsible,…and to solve them, you will need to think beyond you for it.…For example, imagine that you are…the chief innovation officer for British Airways.…Let's not go into too many details how you got there,…and that your brother in law…can fly business class for free,…but just in case you were wondering, the answer is no.…What you know from your analysis…is that the most profitable route for your airline…is London to New York, especially the business class.…
Because this is not a secret, all your competitors…are also fighting hard for a larger market share…on this route.…Naturally, you study all the customer surveys…and observations relevant for this segment.…In all likelihood, you invite your colleagues…for a brainstorming session…on how to improve the customer journey.…You may also consult a facilitator…who uses an innovation technique…to discover innovative ideas.…Some of the likely outcomes of this brainstorming,…
Once you understand service innovation in its different forms, you can design and implement your own innovations. Each chapter combines real-world case studies with a methodological framework to help you become a better "idea hunter" for service innovation. After you identify an innovative model, you will learn how to align and execute your innovation by applying the customer star model and by embedding your innovation approach in your overall business strategy.
- What is service innovation?
- Innovating by relieving and enabling customers
- Linking attributes, benefits, and values
- Innovating value constellations
- Innovating outside your firm
- Designing around the customer's need with customer stars