Customer Centric Innovation
Successful marketing of a new product relies on many factors. For example, a purchaser’s prior experience with customer service at the retail outlet can flavor the consumer’s impression of the product either favorably or not. With over 100,000 distinct items cluttering the shelves at a typical retail outlet store, customer service differentiates where the products themselves fail to offer consumers an advantage.
Failed Market Research is an oft-quoted reason for NPD failure. Merle Crawford presents data demonstrating that between one-third and one-half of all new products fail. In fact, conducting certain phases of Market Research, like the concept test, during the early stages within the NPD Process is a trademark of successful New Product commercialization.
1. Identify Opportunities
2. Interact Frequently
3. Inspire and Delight
Customer-centric innovation focuses on the total customer experience, designs in emotional aspects of the product and yields a flexible customer interaction.