Arvon luominen on helppoa. Haasteen muodostavat hyödykkeistyminen ja ansaintalogiikka.
To create value is the easy part, but how to commoditize and make money out of it, that's the question.
Commonly used CRM tools provide important insights, but they don’t actually show where companies lose customers along the customer journey. As today’s customer journeys are increasingly complex, knowing where you lose and win customers becomes crucial for marketing budget allocation, says Jan F. Klein from the Aalto University School of Business.
Online, customers create value not only during a purchase, but before and after it as well, says Elina Kukkonen.
The fragmentation of brand contacts in today’s omni-channel environment has fundamentally changed the way customers search for and eventually purchase products. As a result of this change, companies need to systematically manage the experiences along the customer journey in order to stay competitive.
Jaana Beidler rose up the ranks of Patagonia and Nike design management and leadership. Now she wants to share what she has learned during her twenty-year design career in the United States.
The earlier a designer is involved in product development, the more added value is created. That is the lesson learned by Mikko Veikkolainen and Jari Kettunen of Kemppi, a manufacturer of welding equipment.