Join Stefan Michel for an in-depth discussion in this video Understand the roles of users, buyers, and payers, part of Service Innovation.
- It's important we try to understand our customers…when we are communicating with them,…when we are pricing our service,…and specifically when we are innovating…our products and services.…In this video, we will learn about the concept called…User, Buyer, Payer.…This is the understanding of the customer's role…as a user of our service, as a buyer of our service,…and as a payer of our service.…Every customer has a job to be done,…and what needs to be done is different for the user,…the buyer, and the payer.…
Let me give you a short example.…When I am attending a marketing conference…in Atlanta, Georgia, I'm the user of my hotel room.…The buyer of the room is the American Marketing Association…since its decide where the conference is held.…The payer of the room is my business school,…if I don't forget to submit my expense report sometimes,…which happens quite frequently, unfortunately,…but you get the idea.…So, now let's look at a different case of service innovation…where a deep customer understanding of the three roles…
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