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Extra info for Breaking Through: Implementing Customer Focus in Enterprises
Create Strategic Excitement The temptation has always been to have as large a group as possible. But executives have learned the hard way that including too many of the wrong people invariably means having to waste time and effort on those who obstinately resist anything new until they see it concretely demonstrated. So executives should actively look for and work with ‘points of light’ – when they do, they will achieve the breakthroughs. Not only does not having to continually encounter and counter points of resistance conserve time and effort, but it speeds up the process and ensures that the energy level remains high enough to carry it forward, especially at this crucial point.
So rather than simply continuing to perfect its physical bricks as in the past, Lego’s transformation was built around merging the physical and virtual worlds to enable kids to foster their creativity, conceptual thinking, interactive learning and sense of fun while at play (the Danish words ‘leg godt’, after which the company was named, mean play well). Going Against Customer Orthodoxies Customer aspirations may also have to be changed. One of the great marketing fallacies holding back true customer focus is the belief that customers know what they want and can (and would) articulate it, if only they were asked, using traditional research methods.
It changed the customer’s experience by personalization and contact, helping customers progress from fairly ill-defined needs to discover what they were really after, even if they didn’t know what it was exactly. It used various techniques to achieve this, including matching individual profiles to products, and offering authoritative views and alternative suggestions. Now Amazon is entering a larger space, namely ‘knowledge management’.