Join Stefan Michel for an in-depth discussion in this video Linking attributes, benefits, and values, part of Service Innovation.
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- Service innovations are successful if and when…we can link what we do, our business attributes,…to what customers want, our custom benefits.…While this concept is at the core…of any successful innovation…and every successful marketing strategy,…in order to gather more granular and precise understanding…of what customers want,…we need to be more specific and more visual.…In this video, we will learn to link attributes…with benefits and values using the laddering technique.…
This is the single most valuable approach…to better understand what customers really want.…I would like to illustrate this using an interesting…service innovation by Disney in China.…By any measure, Disney is a content provider.…At the heart of its sprawling business operations…lies a film studio that continuously produces…enduring characters with blockbuster animations,…such as The Little Mermaid, Pinocchio, and The Lion King.…However, the Chinese market is saturated with cheap…knock-off copies of Disney videos,…and therefore customers are not willing to pay…
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