IN THIS SUMMARY
In Service Innovation, innovation strategist Lance A. Bettencourt shows marketers what they need to do to ensure that customers’ service needs are met. Based on the author’s nearly 20 years of experience helping major corporations in the insurance, financial services, information services, professional services, and other service industries innovate, the book provides concrete, practical advice on crafting strategies that will help companies develop the innovative services they need to remain or become competitive. It shows readers how they can adopt outcome-driven innovation, which focuses on what the customer wants to achieve. Although the book’s focus is on services, most of its insights and recommendations also apply to product innovation as well.