From the course: Service Innovation
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Complete CustomerStar
- Many service innovations start with a problem. Someone is not happy about how things work, and so she or he changes the service. I'm going to show you how we can connect customer insights, illustrate it through attribute, benefits, and values with the eight dimensions of the customer star. This is important because it links the customer's perspective with the firm's perspective. When I joined IMD, it was my great pleasure to meet Jacques Horovitz. Jacques was on the faculty, but was spending more time on his own business, Chateauform. The name sums it up. Chateau is the French word for castle and formation means education. An education in a castle. Jacques was a former marketing executive at Club Med, a brilliant public speaker, and wrote many books on service strategy. Naturally, he was often invited to speak at conferences or facilitate company workshops at hotels around the world. Accustomed to the perfect service he…
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