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Guiding Customer Business Transformation

In: Transformational Sales

Author

Listed:
  • Philip Kotler

    (Northwestern University)

  • Marian Dingena

    (MPCN, Action Learning & Business Coaching/Rotterdam School of Management)

  • Waldemar Pfoertsch

    (Pforzheim University)

Abstract

Chapter 4 explores the concept of customer value and customer business transformation. Guiding customer business transformation is defined as making your customers more competitive and successful in their markets. Increasing customer success in their markets starts with understanding and relating to the customer’s competitive priorities. The authors distinguish for windows of opportunity to increase customer business success. Within this model eight ‘business-altering’ experiences are differentiated to guide business transformation and to make a difference to the customer business beyond lowering your price. The chapter includes many real-life examples of business transformation. It highlights the importance for firms to act as a lead collaborator with strategic customers in global value networks. The authors provide an aid to build business-altering value propositions tailored to chosen stakeholders within the customer organization. This vocalizes the essence of what the increased customer success will look like.

Suggested Citation

  • Philip Kotler & Marian Dingena & Waldemar Pfoertsch, 2016. "Guiding Customer Business Transformation," Springer Books, in: Transformational Sales, edition 1, chapter 4, pages 71-99, Springer.
    • Handle: RePEc:spr:sprchp:978-3-319-20606-6_4
    DOI: 10.1007/978-3-319-20606-6_4
    as

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