Some companies are able to deliver sustained exceptional growth year after year: they have momentum. Companies such as IKEA, Virgin Atlantic, and Apple come to mind. What is the key to their success? An external focus promoting continual insights into their customers’ needs. Igniting momentum in your organization starts first and foremost with customer engagement: exploring the customers’ space and then developing compelling offers. In this topic, you will discuss four paths to systematically investigating your customer’s needs in search of insights. Everything else a company does is dependent on the quality of this exploration process. The objectives for this topic are to:
- Appreciate how customer insights fuel momentum in organizations.
- Investigate four paths to discovery.
- Discuss how you can apply this to your organization and the potential barriers to success.
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