INSEAD has announced the release of a new book titled "Triple Fit Strategy: How to Build Lasting Customer Relationships and Boost Growth," authored by Christoph Senn, an INSEAD professor, and Mehak Gandhi, Head of Research at Valuecreator. The publication advocates a transformative strategy focusing on a 360-degree customer-centric approach where companies and their customers function collaboratively as a unified entity. This framework emphasizes customer involvement across three essential areas: planning, execution, and resources.
The authors argue that this approach diverges from traditional product-focused strategies and can yield impressive results. According to the research underlying the book, companies implementing this strategy can potentially contribute up to ten times more to their customer's success and see a doubling of account values within three years.
Drawing on over two decades of research and advisory experience with major global corporations, the book provides practical guidelines for integrating customers into internal corporate processes. A notable example includes the case of Danish shipping company Maersk, which reportedly unlocked significant business opportunities using the strategy with a New Zealand-based client.
The "Triple Fit Strategy" is supported by data from over 10,000 case studies, offering businesses diverse examples and practical steps for improving customer relationships and optimizing resource allocation for enhanced growth.
Professor W. Chan Kim, Co-director of the INSEAD Blue Ocean Strategy Institute, commended the book, stating, "Triple Fit Strategy vividly illustrates how companies—sellers and buyers—can build a business relationship as though they belong to one company. The book vividly illustrates how to achieve ‘three fits’ between them at the planning, execution, and resource levels. It is filled with insightful and interesting examples. It is must-read.”
Published by Harvard Business Review Press on November 19, 2024, the book seeks to demonstrate the transformative potential of customer-centric business strategies in creating greater value. Those interested in acquiring a copy can find more information on how to order.
The authors, Christoph Senn and Mehak Gandhi, bring significant expertise to this work. Senn is an Adjunct Professor of Marketing and Codirector of the Marketing and Sales Excellence Initiative at INSEAD and CEO of Valuecreator—a global provider of B2B growth tools. Gandhi, as Head of Research and Training at Valuecreator, designs strategies for B2B growth and sales organizations worldwide.