Inside Your Customer's Imagination

- Blurb -

Every organization aspires to be customer-centric, but the current approach is shallow and transactional- organizations ask customers what they want and then try to give it to them. But often customers can' t articulate precisely what they want. To really stay ahead of the competition, organizations have to have such a deep relationship with their customers that they can surprise them and create innovations that match their hopes and aspirations, not just their needs and expectations. This book lays out a strategy for getting customers fully integrated into the creation process. Bell offers five secrets for what he calls Co-creative Partnerships- Curiosity--develop a deep connection with customers that bonds, affirms, and supports; Grounding--find the juncture between the customer' s needs and hopes and the organization' s mission and values; Discovery--turn tryouts into bold, risk-taking learning adventures; Trust--honor candor, respect clear work agreements, and plan for the inevitable hiccups; and Passion--offer signs of admiration and actions of caring that help keep the alliance fresh and spirited.