Creating compelling brands, services and customer experiences
Erik Roscam Abbing, Lecturer Innovation and Branding Strategies, IDE, TU Delft
Successful innovators know how to create compelling customer experiences by combining deep customer insights with strong brands. The result is a strategically solid approach to innovation that puts human values at the heart of the organization.
This holistic approach to product and service innovation is based on 4 consecutive phases: gathering customer insights, building a focused innovation strategy, designing a desirable customer experience, and lastly, embedding the resulting experience.
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