Here are just some of the ways we are working with organisations to drive innovation in products and service delivery.
- Identify opportunities that add value to your customers around customer lifecycle events.
- Think about your customer’s journey before and after they interact with you.
- Identify problems related to how customers use your product, even if they’re not issues with your product.
- Use analytics to predict next steps and proactively help customers.
- Solicit ideas from employees, especially those who interact with customers.
- Examine how customers actually behave.
- Look at experiences through the eyes of specific customers.
But identifying opportunities is just one part of innovation. Now you have to get your customers to try it. Your NPS score is a great indicator of the likelihood of your customers to try your new products and services. Promoters are up to five times more likely to trial a new product. So it makes sense that you take steps to ensure your new product or service is going to be purchased. With 6peas marketing services we are able to help you launch your new product into the market to increase your likelihood of success.
- Who: Have a clearly defined target market. Have a clear picture of the exact type of person you are focusing on with your innovation effort. And exactly what the problem is, that your product is trying to solve. Without this clarity, you may end up making decisions that compromise the ultimate experience. Design personas can be a very useful tool in this stage. We also favour the Jobs to be done canvas.
- Want. The innovation should meet some unmet need, whether the customer knows he or she has it or not. To make sure you’ve found something real, articulate what the customer wants by completing these types of sentences: “I would really like to…”
- As you develop different options and prototypes, identify specific elements of the experience that you think the target customers will absolutely love. Complete statements like this, “Our customer will love…” You will need to deliver on these elements in order to help drive adoption.
- Organisational Fit. Just because customers want something doesn’t make it a good thing to do. Only move ahead with options that fit with your business. How can you tell? Pick the efforts where you can say “yes” to all of the following questions: 1) Can you deliver it consistently? 2) Does it make financial sense? 3) Can you outperform the competition? 4) Is it consistent with your brand?
- Test, test and retest. I can’t urge you enough to prototype as early and as often as possible. This allows you to crystalise your thinking and incorporate feedback along the way.