Peter Drucker: Quale è lo scopo del tuo Business ?

NOTA AICEX: Sono i Clienti che generano il Business, come in un approccio “pull”, e questo si lega anche a logiche di Time to Market, per cui anche il migliore prodotto avrà poco successo se non ci sono clienti disposti ad acquistarlo.

In Peter Drucker’s The Daily Drucker, which contains 366 daily insights (excerpts from his books; see original text I’ll refer to from The Practice of Management in the image to the left), each one ending with an action item to put that day’s concept to use, he writes:

If we want to know what a business is, we have to start with its purpose. And the purpose must lie outside the business itself. In fact, it must lie in society, since a business enterprise is an organ of society. There is only one valid definition of business purpose: to create a customer.

The customer is a foundation of a business and keeps it in existence. The customer alone gives employment. And it is to supply the customer that society entrusts wealth-producing resources to the business enterprise. Continua a leggere “Peter Drucker: Quale è lo scopo del tuo Business ?”

Ricerca HBR: state facendo Customer Experience Innovation ?

NOTA AICEX: Innovare nella Customer Experience sta diventando un termine molto utilizzato. Chi sono le aziende che innovano correttamente? 

“Innovation” has become a buzzword in the customer experience field.

In a Forrester survey of 100 customer experience professionals, nearly half of respondents said that their executive team’s strategy for customer experience is market differentiation. And an ambitious 13% said that they’ll settle for nothing less than having the best customer experience across every industry — in other words, these companies want to be the next Apple, Disney, or Zappos.

They also believe that innovation will help them achieve these lofty goals — and they’re investing accordingly. Sixty-nine percent of these respondents report that their companies have dedicated personnel for customer experience innovation. Sixty-four percent have allocated time to innovation activities. And 55% have dedicated innovation budgets.

Are their investments paying off? A whopping 73% of interviewees say they plan to launch innovative customer experiences in the upcoming year — and two-thirds believe that they already have.

Customer Innovation Survey Results

These numbers sound promising — but they just don’t add up.

Continua a leggere “Ricerca HBR: state facendo Customer Experience Innovation ?”