What is Continuous Improvement Process?

Continuous improvement process definition: continuous improvement process is the ongoing endeavor to improve a brand’s assets.

These assets include – but are not limited to – the following:

• Products
• Services
• Experiences
• Marketing
• Messaging

Basically, anything that can be improved to the mutual benefit of both the customer and the brand.

Continuous improvements can be implemented in two ways:

1. Incremental: where lots of small changes are made over time
2. Breakthrough: where big changes are made at one specific time

For example, at Loomly we have rolled out… 

1. Incremental improvements with new features and bug fixes
2. Breakthrough improvements by launching our mobile app

Continuous improvement processes can also be applied to marketing by using a system known as Closed Loop Marketing.

Popularity of the term Continuous Improvement

Concept related to Continuous Improvement

• Brand performance
• Competitive advantage
• Marketing mix

Additional resources about Continuous Improvement

• What is Continuous Improvement (Kaizen)?
• 4 Factors that Make a Continuous Improvement Program Successful