Some companies have innovation targets to reach each year: a third of sales must come from new launches; a fifth of the portfolio needs to be renovated annually.
Whatever these targets may be, however easy or difficult to meet, they are missing the true point of innovation; increased customer satisfaction!
In a customer centric organisation, every process, plan and budget starts from the customer’s perspective. Are they happy with your product, brand or the category in which you are competing, or are they being “forced” to compensate for pain points that they have identified?
These and many more similar observations suggest that your customers are compensating and it is your job to find a solution to their pain.
Today’s customers are highly demanding, expecting constant novelty and stimulation. As a result, innovation has become one of the most important ways to grow a business. However, as Jan-Benedict Steenkamp, a marketing professor at UNC Kenan-Flagler showed a few years ago, innovation, at least for packaged goods companies, should be on one of the two extremes of “innovativeness”:
The interesting and perhaps disturbing thing about breakthrough innovation, is that timing is everything; too early and people won’t understand or see the need: too late and competition are quite likely ready to launch a similar product. This is one of the reasons software companies offer “beta versions” for free before launching and selling it to everyone.
As if timing wasn’t a big enough hurdle, another challenge is to get internal support, as they may involve new skills or technologies not currently available within the organisation. Today, some companies are facing this challenge by going into joint agreements where the manufacturer who has such skills or technology agrees to prepare the basis of the new product for the other organisation, which perhaps has the marketing knowledge or creative idea.
Despite these challenges most companies look to both ends of the innovation scale; renovations for keeping their customers satisfied and true innovations, which will be less frequent, to upgrade their current customers and hopefully attract new ones.
Some ideas to meet the challenges of making innovation more customer-centric, for you to consider:
With customers’ demands more likely to increase rather than decrease, what else can you do to reinvent your own innovation? Share your ideas here.
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