Profile

Professional summary

Lance A. Bettencourt, PhD, is a founding partner of Service 360 Partners, business speaker, and a customer-focused innovation thought-leader and advocate.

Lance helps companies to gain a deep understanding of value from a customer perspective in order to enable innovative thinking and drive customer-focused change. Through a combination of training, research, and workshops, Lance provides companies with a unique perspective on opportunities that can both transform current customer experiences and shape entirely new products, services, and business models.

Lance has worked with many of the world’s leading companies to uncover innovation opportunities, including ADP, Microsoft Corporation, Colgate-Palmolive, Hewlett-Packard Company, State Farm Insurance, TD Bank F

Engagement overview

I rely on my experience and expertise to propose what is best for each client’s situation. As such, my engagements vary in both size and focus. However, they all incorporate a unique and powerful perspective on customer needs to support client decisions.

For clients who seek a big impact with a modest investment, I might suggest a one-day workshop that quickly aligns a team around customer-focused priorities and actions.

For clients who need insight to shape a current innovation opportunity, I might rely only on customer interviews to give insight into unmet needs and the features of an ideal service.

And, finally, for clients who require a deep understanding of customer needs to guide innovation and strategy investments, I might also recommend prioritization of customer needs followed by one or more action-oriented strategy workshops.

Clients

• Abbott Medical Optics
• ADP
• Chiquita
• CIA
• Colgate-Palmolive
• Collective Brands
• Covidien
• Dunn & Bradstreet

Insights

When it comes to overall service metrics, research is clear that the value of service metrics like net promoter, customer satisfaction, and customer commitment depend on industry and on what measure of firm performance is being driven. For example, net promoter may do better for a restaurant at predicting likelihood to return, whereas customer satisfaction may do better for an investment service a... Read more

Topics:
Publications

It'€™s been more than 50 years since marketing thought began to shift toward what became known as the marketing concept - €”an attempt to focus the firm on customers.Yet, in practice, the customer centricity that the marketing concept p... Read more

As a former professor, I am acutely aware of how deficient most models of B2B loyalty are. In fact, if you look at most textbooks on B2B marketing, you will find nary a mention of customer needs except for discussion of how one business pre... Read more

If I were to ask you to name a company that consistently excels at customer service, what company would come to mind? I'€™ve asked this question to groups at various times. And, while there'€™s always a company or two that I hadn'€™t ... Read more

Companies today spend a huge amount of time, money, and human resources trying to learn about customer needs. They don’t do this for laughs; smart companies do it because they are looking for ways to grow their business. But different typ... Read more

I am currently working on two projects in which “experience” features prominently. In one case, I am working with an MBA program to create a new educational experience. In the other, I am working with an action sports manufacturer to de... Read more

The optimal service experience delivers not only on functional customer needs such as getting things done quickly and without errors, but also on their emotional needs such as feeling confident and in control. The challenge, of course, lies... Read more

When is a hole not a hole? When it’s a solution! No doubt, you are familiar with the famous adage of Theodore Levitt that “people don’t want to buy a quarter-inch drill. They want a quarter-inch hole.” Over the past several years, i... Read more