How can we deliver successful services to tomorrow's customers? For most of our careers, we have worked on the answer to that question. The advances in technology and communication combined with the explosive growth of data and information have created an enlightened global consumer.
These new customers require us to do business that creates a positive customer experience throughout the customer journey. Developing these businesses, products, and services is what we talk about when we talk about customer-centric innovation. Continue reading if you are interested in learning more!
Innovating From the Outside In
Most companies, especially larger companies, have a traditional view of innovation. This traditional view includes the delusion that values, products, and services should be created within the company. The process for customer-centered innovation is changing that, thinking from the outside in instead.
The customer-centric company delivers a shared value for the company and the customer. Every time a customer-centric business makes a decision, it considers its effect on the customers. This builds loyalty and customer satisfaction.
Meet Customer Needs and Expectations
Customer-centric innovation helps brands think more broadly about their customers and helps brands see clearly from multiple perspectives when developing new products, services, and experiences, reducing the risk that the company is investing money and developing products and services that do not meet customer needs and expectations.
Innovation is for Everyone
Customer centricity also changes how we innovate within the company. From limiting the development of products and services, and launching them in the market, to specific departments for business and product development, innovation becomes everyone's job. Marketing, customer service, and many more must also participate in the process.
Traits of a Customer-Centric Organization
A customer-centric organization's business model is based on understanding the customers and how they can contribute to its profitability. This requires them to design business processes that recognize the different customer and segment needs. They focus on delivering a positive and seamless customer experience at every touchpoint throughout the customer lifecycle.
Customer-centric organizations ensure a culture that puts the customer in focus during decision-making processes. Making it a top priority to have an active dialogue with customers and acting on their feedback.
If you are not already innovating with the customer in focus, it is time to start immediately. Scale up your organization's innovation power from a limited number of people and ideas to get access to infinitely more ideas even from outside the business. Besides, you will reduce the risk of innovation efforts that do not meet customer needs.
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