Connected Strategy: Building Continuous Customer Relationships for Competitive Advantage

  • 6h 58m 9s
  • Christian Terwiesch, Nicolaj Siggelkow
  • Gildan Media
  • 2020

What if there were a way to turn occasional, sporadic transactions with customers into long-term, continuous relationships - while simultaneously driving dramatic improvements in operational efficiency? What if you could break your existing trade-offs between superior customer experience and low cost?

This is the promise of a connected strategy. New forms of connectivity - involving frequent, low-friction, customized interactions - mean that companies can now anticipate customer needs as they arise or even before. Simultaneously, enabled by these technologies, companies can create new business models that deliver more value to customers. Connected strategies are win-win: Customers get a dramatically improved experience, while companies boost operational efficiency.

In this audiobook, Nicolaj Siggelkow and Christian Terwiesch reveal the emergence of connected strategies as a new source of competitive advantage. With in-depth examples from companies operating in various industries, Connected Strategy identifies the four pathways - respond-to-desire, curated offering, coach behavior, and automatic execution - for turning episodic interactions into continuous relationships. The authors show how each pathway creates a competitive advantage, then guide you through the critical decisions for creating and implementing your own connected strategies.

In this Audiobook

  • 1. The Connected Strategy Framework
  • 2. Breaking the Trade-off between Superior Customer Experience and Lowering Costs
  • 3. Workshop 1: Using Connectivity to Provide Superior Customer Experiences at Lower Costs
  • 4. Recognize, Request, and Respond: Building Connected Customer Experiences
  • 5. Repeat: Building Customer Relationships to Create Competitive Advantage
  • 6. Workshop 2: Building Connected Customer Relationships
  • 7. Designing Connection Architectures
  • 8. Revenue Models for Connected Strategies
  • 9. Technology Infrastructure for Connected Strategies
  • 10. Workshop 3: Building Your Connected Delivery Model