innovation in customer interface customer...
TRANSCRIPT
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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
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Copyright Blackblot & Gearshift Group 2010
Where Is The Customer?
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Copyright Rhinelander & Gearshift Group 2010
Who Is Involved In Purchasing?
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Copyright Sanrio & Gearshift Group 2010
Who Has The Final Say?
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Innovation Is Rarely Disruptive
Copyright Walt Disney & Gearshift Group 2010
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Experiental Innovations Rule
Copyright Ikea & Gearshift Group 2010
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Join The Mission
Copyright Unilever & Gearshift Group 2010
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Expand The Boundaries
Copyright Nintendo & Gearshift Group 2010
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”You’ve Got Two Ears And One Mouth – Use Them In That Proportion!”
--Salon Gahlin
Copyright Gearshift Group 2010
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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
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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
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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