Edelman & Singer
3 important questions on Edelman & Singer
What do Edelman & Singer add to competing on the value of an offering?
They say that you are not just competing on the value offering as such but more and more on the customer journey. Use the journey as a source for Competitive Advantage, compete on the journey itself rather than just on your part in it.
What capabilities do Edelman & Singer say that you need if you want to compete on the journey rather than just the offering itself?
- Automation: digitally streamlining processes: the only way you can track and trace where your customer is in the journey.
- Pro-active personalisation: information and use for adaptation of service/journey.
- Contextual interaction: Adapt info/service based on situation.
- Journey innovation: Identify new sources of value; Expanding journey with partners (before, during and after flight).
What is the shift that Edelman & Singer encourage when it comes to shifting from focussing on the offering itself to the customer journey?
From reacting to customer's own journeys to shaping their path; from reactive shaping to proactive creating.
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