10. The Next Strategic Leap: Company and Customer Co-Innovation

In a world of dynamically changing customer needs, wants, and expectations, how do you identify and focus on why customers want them, and offer high-value solutions to that moving target? The answer can be found with the newest leap, or (R)evolution, in customer strategy: co-innovation (the company and the customer jointly create mutual value).

While co-creation of value between a firm and its customers can be a great strategy in its own right, global surveys of industry leaders also position it to powerfully address two of today’s top three CEO issues: customer relationships and innovation.

1. Customer relationship strategy

Customer relationships, loyalty, and retention was the ...

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