innovation in customer interface customer...

Innovation in customer interface –Customer intelligence as source of

innovation

Jukka Kotovirta

Partner

Copyright Gearshift Group 2010

Bjørn Skou Eilertsen

Sales & Technical Unit Lead

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Where Is The Customer?

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Who Is Involved In Purchasing?

Copyright Sanrio & Gearshift Group 2010

Who Has The Final Say?

Innovation Is Rarely Disruptive

Copyright Walt Disney & Gearshift Group 2010

Experiental Innovations Rule

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Join The Mission

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Expand The Boundaries

Copyright Nintendo & Gearshift Group 2010

”You’ve Got Two Ears And One Mouth – Use Them In That Proportion!”

--Salon Gahlin

Copyright Gearshift Group 2010

Learnings

Understand what makes the customer tick

– and use this appropriately to create the desired expirence

• Voice of customer• Customer participation• Innovation on customer

expirience

Role of technology in customer-driven innovation

• Multi-channel approach needed Allow customer to decide how to interact

• Unstructured ”conversations” Organisations need to plan for this

• Technology essential in order to

– Capture and structure conversations

– Target, segment and profile flexibly

– Share”voice of customer” across teams

– Ensure innovation is reapplied

Applying technology to innovation in customer interface

• Technology platform applies structure and “makes sense” of the market inputs from customers

• Deliver the right products and services in experience-based economy

Customer input

Structure to make sense

Share & collaborate

Innovate experience

Apply changes

Deliver new experience Use

technology to create a

continuous flow