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CUSTOMER CENTRIC INNOVATION – MARCY STRAUSS AXELROD

ABOUT THE SESSION:

In this three hour deep dive session we will accomplish three things:

1) We’ll review, in detail, a customer driven innovation project with results compelling enough to define the product and go-to-market strategy for a new subsidiary of an industry leading company

2) We’ll test tools and templates used throughout this proven customer innovation process

3) We’ll help you work through some of the top question about customer fueled innovation:

 1. What types of customer input are most important for ongoing innovation?

 2. How can you engage customers, both short and long-term, to obtain their insights? What processes, tools, incentives, communication, etc. are effective?

 3. How can the process be initiated and managed?

Throughout this process we’ll break into groups so you can draft questions for customers specific to your organization, and can learn to use the templates Marcy’s team employs on her projects. Then we’ll test them to get a sense of the types of insights you can expect.

You will leave this session having learned how to gather and integrate customer insights into your organization, and you’ll have tools and templates to help you implement the process.

ABOUT MARCY STRAUSS AXELROD

Marcy Strauss Axelrod has been a strategy management consultant since 1999. Starting with a decade at KPMG Consulting, advising high tech leaders such as Hewlett-Packard, Motorola, Cisco, Symantec, Yahoo!, Gap, and Baosteel (China), Marcy sold and lead growth strategies, innovation processes, and operational efficiency and effectiveness projects.

Marcy then branched out to advise start-ups and mid-sized companies across many industries, including retail, professional services, elder care, manufacturing, and high tech, among others. She has worked in Europe, Asia and Latin America.

Marcy starter her career on Wall Street with Lehman Brothers where she was responsible for determining what companies would perform well, and how and when to make investments in these companies.

Her recent article, “The O-Factor: A Powerful Tool To Improve Marketing Effectiveness” appears in the February issue of MarketingJournal.org.
Look for her upcoming series of articles in Forbes (with Kim Whitler) on innovative Customer Journey Analysis