Creating a Customer-Centered Organization

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1、CreatingaCustomer-CenteredOrganizationAHarvardBusinessReviewInsightCenterReportsponsoredbyTheHBRInsightCenterisaninteractiveresourcethathighlightstheemergingthinkingaroundtoday’smostimportantissues.Inthisinstallmentoftheseries,HarvardBusinessReviewfocusedonhowmanagersareturningtheircompaniesintoc

2、ustomer-focusedorganizations.Thegrowingobsessionwithcustomerexcellenceisdriven,inpart,bytechnology.Todaycustomerscanobtainandexchangemoreinformationaboutthegoodandbadoftheirencounterswithcompaniesthaneverbefore.Thatgivescompaniesagreatincentivetoworkhardertomakecustomershappy—before,during,andaft

3、ertheirpurchases.©2011HarvardBusinessSchoolPublishing.Allrightsreserved.HarvardBusinessPublishingisanaffiliateofHarvardBusinessSchool.CreatingaCustomer-CenteredOrganizationAHarvardBusinessReviewInsightCenterReportCONTENTS1CreateBrandSuperfansMatthewRhoden3HowPhilipsUsesNetPromoterScorestoUndersta

4、ndCustomersSuhailKhan5WhatZipcarCanTeachtheS&P500StephenWunker7HowFidelityUsedDesignThinkingtoPerfectItsWebsiteFrederickS.Leichter9TheComingPoint-of-SaleRevolutionGrantMcCracken11UsingMobilePhonestoCaptureCustomerExperiencesEmmaMacdonald,HughWilson,andUmutKonus13HowtoPlayMarcoPoloWhenSettingPrice

5、sRafiMohammed15BeyondMassCustomizationB.JosephPineII17UnderstandYourCustomerswithColoredPencilsandCartoonsEddieYoon19Coca-ColaMarketingShiftsfromImpressionstoExpressionsJoeTripodi21MemorableEventsAretheMostValuableExperiencesB.JosephPineII23WhyNokia’sCollapseShouldScareApplePatrickBarwiseandSeánM

6、eehanCONTINUEDONNEXTPAGEwww.hbr.orgCONTENTS,CONTINUED25WhyRetailWorkers(LikeMe)DriveCustomerExperienceCaitlinKelly27Customer-CentricContinuousImprovementBradPower29HowAmericanExpressTransformedItsCallCentersJimBush31WelcometoCreatingaCustomer-CenteredOrganizationDanMcGinn33ExperienceCo-creationFr

7、ancisGouillart35TheRiseoftheChiefCustomerOfficerPaulHagen37UnleashthePowerofMarketing—toDriveInnovationandProfitHarvardBusinessReviewWebinarSummaryRanjayGulatiwithAngeliaHerrinSASandallotherSASInstituteInc.productorser