米国ベストプラクティス企業の「顧客価値創造」に学ぶ

抄録

Under any business environment changes, there are companies that continuously realize sustainable value creation by implementing corporate innovation based on knowledge. In 2004, we visited six such knowledge best practice companies in U.S. For these companies, the period of customer value creation to meet customer needs by hierarchical organization that tends to become inflexible, has ended. The new period has begun, where customer value creation that senses the changes of the time that goes beyond the customer needs, executed by cross-functional type of organization or autonomously "Communities of Practice" type of organization led by high-sensitive leaders. The similarity among these best practice companies is that they all have unique axis of viewpoint called "Customer-based process" where one dives deeper into the customer, which is different from normal business and work-flow processes. Through the dialogue with actual change agents and practitioners, we also discovered that they are generating ideas by observing the practices of customer and end user's site by themselves. They went into areas before value, which is new meaning and significance for the customers, that goes beyond relative criteria such as customer value of supplier's products and services. As a result, they enforced Knowledge Creation there. Thus, we found out the way they made contributions as a best partner that goes beyond the relationship of supplier and demander. As a result, they enhanced "Customer loyalty" and "corporate reputation" based on impression and trust, which is more than "Customer satisfaction."