Says Who? Measuring and mining innovation from customer feedback

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What is an idea worth? Are some ideas more valuable than others? How to collect, action and turn customer ideas into innovative UX.

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Says Who? Measuring and mining innovation from customer feedback

  1. 1. SaysWho?MINING CUSTOMER FEEDBACK FOR INNOVATION presented by Renee Racine-Kinnear
  2. 2. BUYING INTO “THE IDEA ECONOMY” $=IDEAS
  3. 3. What is an idea worth?
  4. 4. a single idea can transform your brand
  5. 5. THE MORE IDEAS YOU COLLECT, THE MORE LIKELY IT BECOMES YOU’LL HAVE A GREAT ONE.
  6. 6. BUILDING YOUR IDEA INVENTORY
  7. 7. Are some ideas worth more than others?
  8. 8. ?
  9. 9. how cx tends to view ?
  10. 10. ?
  11. 11. the value of an idea is relative to its ability to balance the needs of business and customers.
  12. 12. INDIGO’S CEO AKS FOR DRAG AND DROP TO CART. 2007
  13. 13. UX DEEMS IT A DIFFICULT EXPERIENCE. IDEA IS SHELVED. 2008 CUSTOMER IDEA: MULTIPLE WISH LISTS TO ASSIST IN GIFT PLANNING 2009
  14. 14. UX MEETS CUSTOMER NEED BY INTRODUCING GIFT LISTS 2009
  15. 15. CUSTOMER’S DON’T USE THEM FAIL.
  16. 16. USER TESTING REVEALS CUSTOMERS CAN’T FIND LISTS. UX RESPONDS WITH “TABS”. 2010
  17. 17. TURNS OUT, THE WORLD HATES THINGS THAT FOLLOW YOU AROUND IN THE SIDE BAR. Oh.
  18. 18. MEANWHILE, UX IS WORKING ON A “VISUAL CART” 2010
  19. 19. AT AROUND THIS TIME, WE BEGIN COMPILING IDEAS FROM ALL CHANNELS INTO AN “IDEA INVENTORY”. Exec ideas get merged with customer ideas.
  20. 20. IN CONTEXT OF EACH OTHER, IT BECOMES APPARENT THAT THE CEO’S IDEA CAN BE MERGED WITH CUSTOMER NEED TO PRODUCE EXPONENTIAL VALUE. Bingo.
  21. 21. “THE DRAWER” LAUNCHES 2013
  22. 22. +43%
  23. 23. +10%
  24. 24. +21%sharing +72%
  25. 25. +108%
  26. 26. WHERE DO GOOD IDEAS COME FROM? competitors stores internal
  27. 27. WHERE DO GOOD IDEAS COME FROM? competitors stores internal customers
  28. 28. How can we tap customer ideas?
  29. 29. “Listening is a magnetic and strange thing,a creative force.When we really listen to people there is an alternating current,and this recharges us so that we never get tired of each other. We are constantly being re-created.” B R E N D A U E L A N D, W R I T E R
  30. 30. “Your most unhappy customers are your greatest source of learning.” B I L L G AT E S
  31. 31. what type of customer
  32. 32. what type of customer
  33. 33. dissatisfaction is the seed of innovation
  34. 34. THERE IS MORE PRAISE THAN CRITICISM IN A FAN CHANNEL.
  35. 35. A COMPLAINT CHANNEL WILL ALWAYS HAVE IDEAS. OFTEN BLUNT, BUT THIS IS YOUR IDEA GOLDMINE.
  36. 36. EMBRACING INNOVATION
  37. 37. How do we turn ideas into innovations?
  38. 38. voice of the customer program A VOC PROGRAM SEES THE BRAND AS CENTRAL. IDEAS COME FROM OUTSIDE AND FILTER IN FOR EVALUATION. THIS METHOD IS SLOW, RELIES ON LUCK AND CONTEXT .ORG
  39. 39. innovation program AN INNOVATION PROGRAM PUTS IDEAS TO CENTRE, REGARDLESS OF SOURCE. THE BRAND IS AN ENABLER RATHER THAN A JUDGE. OUR ROLE IS TO QUICKLY RELEASE AND MEASURE AS MANY INNOVATIONS AS POSSIBLE.
  40. 40. Sure,but how?
  41. 41. mind shift TO SOME EXTENT, WE MUST RELEASE CONTROL TO EMBRACE THE CREATIVITY OF OTHERS. WE WILL PURSUE IDEAS THAT MAY BE OUTSIDE OUR SELF-IMAGE.
  42. 42. budget shift WE NEED TO RE-CHANNEL BUDGETS THAT CURRENTLY BELONG TO IDEA GENERATION … AND PUT THEM INTO IDEA EXECUTION.
  43. 43. value shift WE NEED TO REWARD IDEAS AND TREAT THEM WITH URGENCY. WE NEED TO VALUE IDEAS AS MUCH AS TODAY’S REVENUE BECAUSE THEY REPRESENT THE REVENUE OF TOMORROW.
  44. 44. #SAYSWHO RECAP 1. IDEAS = REVENUE. 2. INVEST IN YOUR IDEA INVENTORY. 3. THE VALUE OF AN IDEA IS RELATIVE TO IT’S ABILITY TO MEET BUSINESS AND CX NEEDS 4. ENGAGE YOUR CRITICS ~ DISSATISFACTION SEEDS INNOVATION. 5. EMBRACE INNOVATION.
  45. 45. ThankYouREFERENCES http://faculty.mu.edu.sa/public/uploads/1357394142.956332024697.pdf http://www.wired.com/wired/archive/2.03/economy.ideas_pr.html

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