Innovation in customer interface Customer...
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Innovation in customer interface – Customer intelligence as source of innovation Jukka Kotovirta Partner Copyright Gearshift Group 2010 Bjørn Skou Eilertsen Sales & Technical Unit Lead
Transcript of Innovation in customer interface Customer...
Innovation in customer interface –Customer intelligence as source of
innovation
Jukka Kotovirta
Partner
Copyright Gearshift Group 2010
Bjørn Skou Eilertsen
Sales & Technical Unit Lead
Copyright Blackblot & Gearshift Group 2010
Where Is The Customer?
Copyright Rhinelander & Gearshift Group 2010
Who Is Involved In Purchasing?
Copyright Sanrio & Gearshift Group 2010
Who Has The Final Say?
Innovation Is Rarely Disruptive
Copyright Walt Disney & Gearshift Group 2010
Experiental Innovations Rule
Copyright Ikea & Gearshift Group 2010
Join The Mission
Copyright Unilever & Gearshift Group 2010
Expand The Boundaries
Copyright Nintendo & Gearshift Group 2010
”You’ve Got Two Ears And One Mouth – Use Them In That Proportion!”
--Salon Gahlin
Copyright Gearshift Group 2010
Learnings
Understand what makes the customer tick
– and use this appropriately to create the desired expirence
• Voice of customer• Customer participation• Innovation on customer
expirience
Role of technology in customer-driven innovation
• Multi-channel approach needed Allow customer to decide how to interact
• Unstructured ”conversations” Organisations need to plan for this
• Technology essential in order to
– Capture and structure conversations
– Target, segment and profile flexibly
– Share”voice of customer” across teams
– Ensure innovation is reapplied
Applying technology to innovation in customer interface
• Technology platform applies structure and “makes sense” of the market inputs from customers
• Deliver the right products and services in experience-based economy
Customer input
Structure to make sense
Share & collaborate
Innovate experience
Apply changes
Deliver new experience Use
technology to create a
continuous flow
