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Model the Concept

In: Breaking Through

Author

Listed:
  • Sandra Vandermerwe

Abstract

Customer engagement begins by getting carefully selected like-minded customers to model the new ways of doing things. Getting beyond pilot testing to just incrementally improve products and services, disruptive customer centricity needs to change social and business practice, with a different approach. Once customers have helped provide proof of concept, demonstrated early wins and take-up, credibility and confidence both inside the organization and outside heighten, with predictable adoption rates deliberately orchestrated to spur on the transformation process.

Suggested Citation

  • Sandra Vandermerwe, 2014. "Model the Concept," Palgrave Macmillan Books, in: Breaking Through, edition 2, chapter 0, pages 159-173, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-39551-1_8
    DOI: 10.1057/9781137395511_8
    as

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