Blake is a guest lecturer at Columbia University and adjunct faculty at the Rutgers MBA program. Her first book was 'More is More: How The Best Companies Work Harder And Go Farther To Create Knock Your Socks Off Customer Experiences." For example, we were doing a customer co-design with Amazon and Amazon retailers. Both large and small companies have agreed that innovation and creativity are essential tools to sustain business success and improve market competitiveness. Blake is the author of two books on customer experience. Blake Morgan is a keynote speaker, futurist and author of two books, "Customer Of The Future" and "More Is More." Kyle is an example of the things that are right at Best Buy’s customer service. Trust Customers To Test Your Products Before Buying Them. We’ve seen many examples of this by Amazon including the recent acquisition of Whole Foods Market. This is because it allows you… Customers merely ask for missing features that other manufacturers already offer. 7 Examples of User Innovation. When companies make it so hard to delete your account, it makes me think they want high numbers to tell their board “look how many users we have!” However if the users are people like me who no longer get value out of the service, is that a valuable company? Everyone’s been there: lost in a home improvement store, wandering the aisles to find the right product. For example I love the savings I get from high end discount stores but to get those savings in the store I have to dig through tons of stuff that I don’t like or want. Taking it one step further, customers can even connect with beauty consultants for live video chats to recommend products and give customized makeup and beauty advice. You cannot always file a claim online and rarely on your phone. EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation With Forbes Insights, Blackstone To Invest $400 Million In Ad-Tech Startup Liftoff To Fuel Mobile Advertising Growth, Purpose At Work: How Farmacy Is Disrupting The Industry To Scale Clean Beauty, The CMO’s New M.O.—How Clayton Ruebensaal Of American Express Is ‘Helping Small Businesses Do More Business’, Why The PR Campaign To Get Black Americans Vaccinated For Covid-19 Is Falling Flat, 25 of the Most Customer-Centric Companies From 2020, CMO Next 2021: Seeking Chief Marketers Who Are Redefining The Role And Shaping The Industry, Marketing A Backbone Of Remote Working In The Pandemic, Panera Shows How Brand Extensions Strengthen Brands. She is a contributor to Forbes and the Harvard Business Review. It’s helpful for you to think about ways you can innovate the customer experience, looking at companies that have actually done it. Spanish Mercadona is an excellent example of how an effective innovative environment can be organized. While giving customers tools to do things themselves doesn’t always mean payment kiosks, McDonalds knows its customer base. Lowe’s uses AI to power Lowe’s Vision In-Store Navigation. The wait, the lines, the schedule—Chinese startup Ping An Good Doctor is getting rid of almost every inconvenience of visiting the doctor with its staff-less, AI-powered micro-clinics. Who wouldn’t want a beauty guru in their pocket? Opinions expressed by Forbes Contributors are their own. 2. But it didn’t start by offering experiences that were so subpar that taxis overlooked them while serving high-end customers. According to Lemonade, 87% of their customers are first time insurance buyers. By the end of the shopping trip I am tired. Naturally, a lot of brands shout about being customer-focused, but which ones are practicing what they preach? It doesn’t take long to get a response regarding a claim. A customer centered innovation is an innovation created by the seller to address a need he/she perceives in the market or a specific niche in the market. Speed Up And Simplify Retail Interactions. But how do companies know how to do that? I am a Customer Experience Futurist, Author and Keynote Speaker. There is a major role for innovation when it comes to improved customer experiences. Meeting customer demands to the letter also tends to result in “me-too” products. The bot’s purpose is to connect with customers and add personality to the world of mattresses. This saves the customer time, but allows them to pick up their items – this way they don’t have to worry about packages being stolen throughout the day. Why don’t they make it easier for customers to delete their account? What is innovative customer experience? A customer must pay a steep monthly fee to an insurance provider, and when that customer needs coverage, the insurance company often treats the customer poorly. Ex Machina trolls Tinder with bots. All innovation strategy examples start off with product innovation examples. The 29Rooms event includes 29 individually curated rooms with unique experiences ranging from musicians to popular consumer brands in a funhouse of style, creativity and culture. Recent research. Give Customers Tools To Do Things Themselves. Experiencing subpar healthcare facilities brought the products to life more than text or pictures. Product innovation involves creating new products or improved versions of existing products that increase and improve its use. And to that end, here are seven examples (in no particular order) of some our favorite marketing strategies and campaigns in recent history. Endurance is a companion chatbot that has casual conversations with Alzheimer’s patients. Or companies taking a hard stance against automation to build a people first experience? For example: World Wide Web/Internet; The Internet, in comparison with the previously mentioned items, is a fairly recent invention that led to the … Groupon is an example of a company that uses trickery in their customer journey to inflate their numbers. Sign up for her weekly customer experience newsletter here. Setting up a smart system for samples or trial periods will allow potential customers to try out your product or service before they fully commit. Recently I got an email from Groupon that there was some strange behavior with my account. With examples from companies including Disney, Coca-Cola, LEGO, Eurex, Netflix, KLM, Carglass, Komatsu, Callebaut and more she shows how these organizations have combined customer-centricity with innovative power. Providing exceptional customer service is often what sets successful companies apart from its lesser known competitors; stores can take it up a notch by taking notes from these examples of innovative customer service. Today it is too easy to be replicated, to be ripped off — for brands not to continue to evolve and move the needle with transformative growth. The customer journey needs an update. McDonalds recently rolled out cashier kiosks so customers don’t interact with a person when paying for their food. 10 Types of Innovation Examples “Innovation almost never fails due to a lack of creativity. Author Michael Docherty writes in his book Collective Disruption: How Corporations & Startups Can Co-Create Transformative New Businesses about Growth Horizons, a McKinsey framework that breaks down the percentages when it comes to managing the core business versus innovation. What are the ways you can make customers lives easier and better? Often insurance companies require customers to send in claim information via the mail. But don’t trick them into remaining stuck with you. An example is Amazon that moves into a new industry overnight. All Rights Reserved. You may opt-out by. Next 20% of time and resources should be spent on expanding those current products and services. This is huge for retail. Recent research shows that last year 75% of companies said their top objective for the year was improving customer experience. Her first book was 'More is More: How The Best Companies Work Harder And Go Farther To Create Knock Your Socks Off Customer Experiences." The best customer-centric companies not only put their customers first – they design products and services to meet the customers’ needs, and create seamless experiences across the board. Blake Morgan is a keynote speaker, customer experience futurist and author of More Is More. Companion Bot Connects With Alzheimer’s Patients. Transformative growth is the innovation that shifts or pivots a company’s entire strategy. The most time-consuming part of shopping in a retail store is having to wade through stuff that’s not relevant for you — the customer. The Alchemy of Growth: Practical Insights for Building the Enduring Enterprise, EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation With Forbes Insights. Though the contributions listed above have been extremely beneficial for society’s construction, there are also many modern-day instances of innovation used to create technological products. Approximately 20 customers representing a balance of customer sizes and industry types provide … 1. How long will they drag people along with their numbers of inactive users. It’s about leaving people with a good feeling about your business. Offering samples and trials will help you get more customers through your door, and it will also make these customers happier. And thanks to social media, your customers and prospects are already sharing thoughts about your brand whether you like it or not. A survey conducted by Accenturefound that 93% of enterprise-level executives think innovation is critical to their business, but only 34% believe they had a well-defined innovation strategy in place. Deliver live assistance to boost customer engagement . Sometimes, as was the case with the example of detecting pollutants underwater, we run into a well-defined problem that’s just devilishly hard to solve. Many employees still touch the claim. Their customer journeys are mobile-friendly. Provide real value to people and they will stay. How will the other subscription based retailers compete with that? More than just a gathering of customers in a focus group session at the annual user conference, the program is designed to listen to customers all year long in a variety of ways. Customers can search for products on the app and get turn-by-turn directions right to what they’re looking for. 09/26/2016 - by Rafiq Elmansy - 1 Comment. Amazon again is making customer’s lives simply easier and better — and they will continue to gain market share in doing that. She is the author of the new book "The Customer Of The Future: 10 Guiding Principles For Winning Tomorrow's Business" (HarperCollins). Lastly, 10% of time and resources must be spent on transformative growth. That are based on actually listening to customers, and meeting their unmet needs in ways they can’t (yet) conceive. Its customers want fast service. In our view, a balanced approach is a better option. Opinions expressed by Forbes Contributors are their own. 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