Service Innovation: How to Go from Customer Needs to Breakthrough Services Review

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Service Innovation: How to Go from Customer Needs to Breakthrough Services ReviewService Innovation is a powerful and very practical book. Unlike most books or training on innovation, Bettencourt's book does NOT start with an existing product concept that needs to be improved or a process for brainstorming ideas for radical innovations. Instead, he offers the basic but profound notion that the innovation process needs to start with a clear understanding of the job (or jobs) that the customer is trying to get done, including specific aspects ("outcomes") of performing that job. Only by starting with the customer job as the unit of analysis -- which reveals the reasons why the customer would prefer to hire one solution over another -- can the innovator fundamentally change the hit-or-miss, low probability nature of innovation that starts with a solution in mind.
This idea -- the customer job as the unit of analysis -- is consistent with Clayton Christensen's perspective that customers "hire" products and services to get jobs done. What gives Bettencourt's book its power is that it walks the reader through a very systematic process for uncovering all aspects of the customer job (using a "job map"), along with a process for determining which aspects are important to customers and, of those important aspects, which are currently well-satisfied by current solutions and which offer high opportunity as a focus for innovation. So rather than innovating a service (which usually means incremental tweaking), the firm can innovate improved solutions for doing customer jobs. Rather than hoping the new solution might be valued by customers, the firm can demonstrate how the new solution addresses important, yet currently unmet needs.
Although the book is focused on service innovation, filling a gap in the market, its insights are equally applicable to product innovation.
All in all, an excellent book.Service Innovation: How to Go from Customer Needs to Breakthrough Services Overview

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