With a dynamic, customer-perception approach to innovation
When it comes to building market leadership, pasting together an unorganized collection of incompatible practices just doesn’t work. That’s why market-strategy pioneer Warren Schirtzinger has spent the last 30 years creating the customer alignment lifecycle (CAL), a dynamic, customer-centric framework that transforms technology adoption theory into practice.
CAL is effective because it starts with a deep understanding of customer characteristics and motivations, including the criteria customers use to evaluate competing products and services. These criteria — based on an overriding need to reduce risk — form the basis of new-product acceptance. By knowing how customers perceive and avoid risk, companies are able to align the actions of marketing, sales, communications, and product management with these requirements and systematically create customer value.
Leveraging technology adoption theory, we’ve created a system that guides the continual redirection and renewal of your business, and ensures strategic adaptation to your environment. Market leaders know the environment is in constant flux and business transformation must continue without end. Discover the six-step customer alignment process described below, and experience the ultimate upgrade in new-product success.