Summary
Executives strive for customer experience innovation and make significant investments to get it. And yet, too many innovation initiatives are vulnerable to copycats. The remedy is to connect customer-facing innovations with two deeply seated corporate assets: the business model and brand. This report examines the intertwined relationships between business model, brand, and customer experience. And it shows how, when fully integrated into innovation efforts, business model and brand enable design teams to build durable, differentiated experiences.
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