PublishedHarvard Business Review Press, June 2019
FormatHardcover, 256 pages
Dimensions23.5cm × 15.6cm
The Internet of Things, robo investment advisers, wearable fitness devices, remote
health care operations...business executives in many industries are currently being
inundated with a confusingly and exhaustingly broad range of technological
developments that enable new business models.
There is, however, a common thread among all of these developments: firms are
fundamentally changing how they connect with their customers. Rather than having
occasional, episodic interactions - where customers realise they have an unmet need
and then look for ways to fill it - firms are striving to be continuously connected to
their customers, providing services and products as the needs arise, even before
customers become aware of them.
Firms such as Nike, Disney, Progressive Insurance, McGraw-Hill Higher Education,
Medtronic, Hewlett-Packard, and Tesco are developing and competing on connected
strategies: creating superior customer experiences through connectivity while
simultaneously driving dramatic improvements in operational efficiencies and
reshaping their industries.
Strategy and operations experts Nicolaj Siggelkow and Christian Terwiesch reveal the
emergence of connected strategies across a broad array of industries and show how
these strategies work, how they eliminate the trade-off between superior customer
experience and low cost, and how companies can formulate, design, and implement
them. In showing how to create a connected strategy, the authors reveal the four
pathways - respond-to-desire, curated offerings, coaching, and automatic