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
Chapter 1. On Innovation and How to Use this Book.
Chapter 2. Building Your Case.
Chapter 3. Resourcing the Breakthrough Zone.
Chapter 4. How to Facilitate a Breakthrough Zone Event.
Chapter 5. Training the Breakthrough Team.
Chapter 6. The Breakthrough Zone.
Chapter 7. The Insight Workshop.
Chapter 8. Dealing With Cultural Resistance.
Chapter 9. Winning the Power to Keep Moving.
Chapter 10. Beginning the Mission.
Chapter 11. Internal Consultations and Final Design.
Chapter 12. Prototypes and Customer Experience Testing.
Chapter 13. The Mission Plan.
Chapter 14. Communication Strategy.
Chapter 15. Implementation and Review.