Kathleen Onieal & Jeff Wordham, Monitor Group
Trends in driving the need to re-thinking the customer model: decreasing physician access, declining rep impact, declining R&D productivity, rising focus on value and outcomes, and new technologies and channels among others.
What is the customer model:
- Who is being engaged?
- What is the value being provided to them?
- How does this value reach them?
- business model
- enabling process
- core process
- product performance
- product system
- customer experience
Two types of innovation integration:
- How do you create more integrated customer experience?
- How do you integrate across clusters of stakeholders?