Customer Experience (CX) Engineering in Aerospace and Defense:

Delivering Winning Value Propositions in a ‘New-Game’ Landscape

by Dr. Lynn Phillips, Mel Hughes & Dr. Stanton Sloane



Book Details

Language : English
Publication Date : 3/26/2024

Format : Hardcover
Dimensions : 8.5x11
Page Count : 242
ISBN : 9781665754897
Format : Softcover
Dimensions : 8.5x11
Page Count : 242
ISBN : 9781665754903
Format : E-Book
Dimensions : N/A
Page Count : 244
ISBN : 9781665754880

About the Book

The authors contend that new business capture teams operating in the aerospace-defense sector which adopt their “Best Practices, Outside-In, Customer-Centric” approach to executing their capture processes can attain supranormal contract win rates—as high as 80% and higher.

They back up this claim with captivatingly told case study vignettes of 21st century competitions that they were personally involved with, providing teams with practical step-by-step guidelines, tools and templates to help replicate these successes.

About the Author

Dr. Lynn W. Phillips is an Expert on Customer Experience (CX) Engineering and Customer-Centric Strategy in Berkeley Research Group’s (BRG) Digital Transformation Advisory Practice, and a former award-winning teacher and scholar while serving as a faculty member at Stanford’s Graduate School of Business (GSB), where he first met BRG’s Executive Chairman and co-founder Dr. David J. Teece. Lynn also held faculty positions at Harvard, Northwestern, Rice, and at UC Berkeley’s Haas School of Business. In 2022 Lynn was named by Stanford’s Class of ’85 as one of three professors that had the most impact on people’s careers, looking through the lens of 35 years after graduating GSB. Lynn is a Northwestern PhD graduate of its Kellogg School of Management with over 35 years of experience in executive education and consulting as the founder of his firm Reinventures and now as part of BRG.