Do you really understand your customers? Our experience shows that innovation projects are much more likely to succeed by applying this simple interview-based approach.

1. 1Brand Based Innovation_The Roland Berger approach.pptx
Brand-based Innovation
Listen to your customer
to know where to grow

2. 2Brand Based Innovation_The Roland Berger approach.pptx
We see positive top-line effects due to innovation projects that
succeed and overall higher levels of customer satisfaction as results
~ 30-50% higher success rate of
innovation projects due to adopting a
holistic perspective on customers
~ 5-15% top-line growth
due to competence-based innovation initiatives that
fit the company profile
Source: Roland Berger project experience. Picture credit: sdecoret/Fotolia
~ 50-100% increase in customer
satisfaction due to taking customers seriously
and integrating their voice into core processes

3. 3Brand Based Innovation_The Roland Berger approach.pptx
Omit to simplify
Strengthen to
enhance existing
offering
Expand for
adjacent market
opportunities
Product and service
specifications
Supercharge
for transforma-
tional growth
1
2
3
4
Existing
customers
Existing
and new
customers
New
customers
Core
competencies
&
business
logic
Brand
position
Our Brand-based Innovation approach captures core competencies
from a customer perspective to identify innovation that fits
Overview of the Roland Berger Brand-based Innovation approach
Source: Roland Berger
Market and
industry
knowledge
Derivation of
insights
Narrative
interviews
with loyal
customers
30-40 interviews per project 6-9 weeks project duration Special interview-technique

4. tobias.goebbel@rolandberger.com
Mobile: +49 (160) 744-8113
steffen.gackstatter@rolandberger.com
Mobile: +49 (160) 744-7337
nicolas.wuethrich@rolandberger.com
Mobile: +41 (79) 808-8687