Description
Provides the tools and techniques to enable you to get closer to your customers - a step-by-step guide shows you how to implement the 'Breakthrough Zone' process
Explores why this type of communication is so much more effective than focus groups or traditional database-driven approaches to engaging in customer dialogue
Previous innovations generated in the Breakthrough Zone include BA's 'Beds for Business', BT's 'It's Good to Talk' and new market strategies for VISA and Dell
About the Author
Roy and Mac have worked together transforming brands and businesses for 8 years. Their work with big brands spans the globe from AMP in Australia, Singapore Airlines, Holiday Inn EMEA, Saudi Arabian Airlines and VISA in San Francisco to Unilever throughout Europe as well as a list of British companies that includes B.A., Granada, Carphone Warehouse, BT and BUPA. Those experiences formed the basis for this book.
Mac, co-founder of the Institute for Creativity, UK, is a highly experienced specialist in creativity, insight and learning and their applications inside businesses large and small. He now operates with The Brand Works Ltd using customer insight to grow and develop brands, their products, services and cultures - he can be contacted by email at mac.andrews@thebrandworks.com
Roy is the originator of the Breakthrough method. He works for Promise, a consultancy based in London and New York, which specialises in helping organisations to keep their customers at the centre of their thinking. He may be contacted at rlangmaid@promisecorp.com
Reviews
"...Worth buying? Yes. Its subject matter is unusual...almost every page contains something of value..."(Research, January 2004)
"The main problem with any innovation is making it a reality. In the area of implementation this book really excels." (The Marketer, May 2004)
"Shows how to create breakthroughs for people who work in large organisations where so much energy is committed to preserving the status quo." (Long Range Planning, 2005)
Book Information
ISBN 9780470855393
Author Roy Langmaid
Format Hardback
Page Count 256
Imprint John Wiley & Sons Inc
Publisher John Wiley & Sons Inc
Weight(grams) 652g
Dimensions(mm) 255mm * 195mm * 20mm