SlideShare a Scribd company logo
1 of 20
Download to read offline
American Innovation Index™
PRESENTED TO:
SEPTEMBER 7, 2018
PRESENTED BY
Gina Woodall, President, Rockbridge Associates, Inc.
Lerzan Aksoy, Professor of Marketing at Gabelli School Of Business, Fordham University, Social Innovation Collaboratory
Tor W. Andreassen, Professor at NHH-Norwegian School Of Economics, Center For Service Innovation
Charles L. Colby, Founder and Chief Methodologist, Rockbridge Associates, Inc.
Tim Keiningham, Associate Professor at St. Johns University and Chief Strategy Officer, Rockbridge Associates, Inc.
INTRODUCTION
“Innovation distinguishes between a leader and a follower.” – Steve Jobs
Innovation Creates Leaders
Can a non-technology based company be
considered highly innovative?
INTRODUCTION
Apple
Amazon
Ikea
Toyota
Netflix
Airbnb
Southwest Airlines
Samsung
John Deere
Honda
01
02
03
04
05
06
07
08
09
10
10 Most Innovative Companies
Vision, Scope & Methodology
VISION, SCOPE & METHODOLOGY
• An ambitious research program that quantifies the
innovativeness of nearly 200 companies in 20
industries from the customer point of view
• The idea originated in Norway – researchers at the
Norwegian School of Economics (NHH) believed the
true indicator of innovativeness in a market is
what can be gleaned from the actual experiences
of consumers
• Rockbridge partnered with the Gabelli School of
Business at Fordham University and NHH to
implement the study in the United States
About the American Innovation Index™ (Aii)
VISION, SCOPE & METHODOLOGY
• Nationally representative online survey of over 7,000 U.S. adults,
comprising over 30,000 customer relationships
• Customers rated companies on key metrics:
 Innovation
 Social innovation
 Customer Loyalty
 Attractiveness
• For top companies, we also collected emotional experiences
(arousal and pleasure) and perceived change in how the company
does business.
The Aii™ Methodology
VISION, SCOPE & METHODOLOGY
American Innovation Index: Aii™
• Perceptions of the company:
 Being innovative
 Being creative
 Changing the market with its
products and services
 Being a category pioneer
Key Metrics
Social Innovation Index: Sii™
• Perceptions of the company:
 Having innovative offerings that
benefit society
 Prioritizing the social good
 Creating innovative solutions to
benefit society
Metrics are based on scientifically validated scales and converted to 0-100 scores.
VISION, SCOPE & METHODOLOGY
Sectors Covered in the Aii™
Airlines Health Insurers
Auto Insurers Investment Services
Auto Manufacturers Life and Disability Insurers
Banks Lodging
Consumer Durables Restaurants
Credit Card Providers Specialty Retailers
Delivery and Shipping Supermarkets and Drugstores
Energy Utilities Technology
Fuel Companies TV/ISPs
General Merchandise Retail Wireless/Cellular
John Deere
Toyota
Ford
USAA
Honda
Chrysler
Nissan
General Motors
Chick-fil-A
Ikea
VISION, SCOPE & METHODOLOGY
The most innovative sectors are automotive, big ticket
manufacturing and technology
Apple
Amazon
Ikea
Toyota
Netflix
Airbnb
Southwest Airlines
Samsung
John Deere
Honda
01
02
03
04
05
06
07
08
09
10
Most Innovative Companies (Aii™) Most Socially Innovative Companies (Sii™)
Indicates company
is Top-10 in both
lists
Why Innovation Matters
• Successful companies are able to ensure their innovation assets – R&D, culture, people,
technology, IP – shift downstream and influence the customer experience
• Science shows that innovation is a strong driver of customer loyalty (and hence, the
bottom-line), influencing the customer experience, emotions, brand attractiveness, loyalty
and sales
Innovation Influences Loyalty
WHY INNOVATION MATTERS
COMPANY
INNOVATION
Customer
Experience
Arousal
Pleasure
Innovative-
ness
Attractive
-ness
LOYALTY
Customer Experience
• Value Proposition
• Value Delivery
• Customer Treatment
• Interaction Space
WHY INNOVATION MATTERS
In travel, the most innovative companies have the most
loyal customers
Airbnb Southwest Airlines
JetBlue
Hilton
Priceline
Choice Hotels
MarriottAlaska Airlines
Expedia Inc.
Delta Airlines
IHG/IntercontinentalBest Western
American Airlines
Amtrak
Wyndham
LaQuinta Inns
Motel 6
Frontier Airlines United Airlines
Most Loyal CustomersLeast Loyal Customers
LeastInnovativeMostInnovative
WHY INNOVATION MATTERS
The most socially innovative companies also have the
most loyal customers
Airbnb
Southwest Airlines
JetBlue
Hilton
Priceline
Choice Hotels
Marriott
Alaska Airlines
Expedia Inc.
Delta Airlines
IHG/Intercontinental
Best Western
American Airlines
Amtrak
Wyndham
LaQuinta Inns
Motel 6
Frontier Airlines
United Airlines
Most Loyal CustomersLeast Loyal Customers
LeastSociallyInnovativeMostSociallyInnovative
JetBlue
Airbnb
Hilton
Southwest Airlines
Choice Hotels
Delta Airlines
Alaska Airlines
Best Western
Wyndham
LaQuinta Inns
IHG/Intercontinental
Marriott
Amtrak
American Airlines
Priceline
Expedia Inc.
Motel 6
United Airlines
Frontier Airlines
WHY INNOVATION MATTERS
The most successful travel companies are
perceived to be innovative and socially innovative
TRANSFORMATIVE
DISRUPTIVE
BENEVOLENT
STAGNANT
Most Socially InnovativeLeast Socially Innovative
LeastInnovativeMostInnovative
CASE STUDY
JetBlue: A successful startup according to
the numbers
40 MILLION CUSTOMERS
ANNUALLY
1
2$1.2 BILLION IN INCOME
(2016)
3$759 MILLION IN PROFIT
(2016)
• Ranked #2 on Aii and #1 on Sii among
travel companies
• Overall (out of 163 companies)…
• #13 on Aii
• #14 on Sii
How JetBlue Innovates
• Implements customer service training that
focuses on the end-to-end customer experience
• Relies on partnerships for entertainment and food
and beverage to provide brands customers want
• JetBlue Technology Ventures, a VC fund that
invests in travel tech startups focused on the
customer experience
• Leverage cutting edge facial recognition
technology to improve the boarding experience in
partnership with TSA
• Focus on environmental sustainability, from
investing in NextGen tech to reduce greenhouse
gas emissions to partnering with environmental
non-profits and mentoring natural product
companies for sourcing
CASE STUDY
What JetBlue Customers
Experience
• JetBlue touts the fastest free in-flight WiFi
with several content partnerships
• The most legroom in coach of any carrier
• Unlimited free brand name in-flight snacks
and drinks
• Unique and numerous in-flight
entertainment options, 100+ channels with
DirectTV and Sirius XM
CASE STUDY
WRAP UP
• Your industry doesn’t determine your innovativeness
• You need to ensure your effort and investments reach customers
“downstream” to impact the bottom line
• Innovation is a powerful strategy to drive growth in a crowded sector where
satisfaction is not enough
• Even if you are innovative, you need to consider social innovation in order to
be “transformational” rather than “disruptive”
• Sometimes you can innovate without changing
• Customer focused innovation instead of excessive focus on the bottom line
wins
Key Learnings from the Aii
WRAP UP
• Next wave of the Aii planned for early 2019
• Correlate to financial data
• Expand industries
• Launch the program in other countries
Next Steps
FOR MORE INFORMATION ABOUT Aii, PLEASE CONTACT:
Gina Woodall
President, Rockbridge Associates
gwoodall@rockresearch.com
+1 703 757 5213 ext. 11
Charles Colby
Chief Methodologist & Founder
ccolby@rockresearch.com
+1 703 757 5213 ext. 12
THANK YOU!

More Related Content

What's hot

uae-perspective-tom16
uae-perspective-tom16uae-perspective-tom16
uae-perspective-tom16
Anurag Bajpai
 
The Big Affiliate Marketing Handbook
The Big Affiliate Marketing HandbookThe Big Affiliate Marketing Handbook
The Big Affiliate Marketing Handbook
Lukasz Szymula
 
Accenture strategic interactive advertising
Accenture   strategic interactive advertisingAccenture   strategic interactive advertising
Accenture strategic interactive advertising
AdCMO
 

What's hot (20)

The 360 supply chain: Bain & Company examines changes needed to make supply c...
The 360 supply chain: Bain & Company examines changes needed to make supply c...The 360 supply chain: Bain & Company examines changes needed to make supply c...
The 360 supply chain: Bain & Company examines changes needed to make supply c...
 
On Demand Economy Primer
On Demand Economy PrimerOn Demand Economy Primer
On Demand Economy Primer
 
Insurance claim management
Insurance claim managementInsurance claim management
Insurance claim management
 
uae-perspective-tom16
uae-perspective-tom16uae-perspective-tom16
uae-perspective-tom16
 
Driving Success in Automotive - JDA Software and Accenture
Driving Success in Automotive - JDA Software and AccentureDriving Success in Automotive - JDA Software and Accenture
Driving Success in Automotive - JDA Software and Accenture
 
2020 US Holiday Shopping Research
2020 US Holiday Shopping Research2020 US Holiday Shopping Research
2020 US Holiday Shopping Research
 
WPP and Ogilvy Report on future of brands in motion Jan 2021
WPP and Ogilvy Report on future of brands in motion Jan 2021WPP and Ogilvy Report on future of brands in motion Jan 2021
WPP and Ogilvy Report on future of brands in motion Jan 2021
 
The First Word: Deconstructing the Digital Consumer
The First Word: Deconstructing the Digital ConsumerThe First Word: Deconstructing the Digital Consumer
The First Word: Deconstructing the Digital Consumer
 
The Big Affiliate Marketing Handbook
The Big Affiliate Marketing HandbookThe Big Affiliate Marketing Handbook
The Big Affiliate Marketing Handbook
 
How fit is your capital allocation strategy?
How fit is your capital allocation strategy? How fit is your capital allocation strategy?
How fit is your capital allocation strategy?
 
Best Buy Consulting Presentation -- BADM 4801 Case Competiton
Best Buy Consulting Presentation -- BADM 4801 Case CompetitonBest Buy Consulting Presentation -- BADM 4801 Case Competiton
Best Buy Consulting Presentation -- BADM 4801 Case Competiton
 
Accenture strategic interactive advertising
Accenture   strategic interactive advertisingAccenture   strategic interactive advertising
Accenture strategic interactive advertising
 
T Viral Istanbul 21112006
T Viral Istanbul 21112006T Viral Istanbul 21112006
T Viral Istanbul 21112006
 
NUS Case Competition Slide Deck
NUS Case Competition Slide DeckNUS Case Competition Slide Deck
NUS Case Competition Slide Deck
 
Fine-tune your fashion supply chain for the best possible fit
Fine-tune your fashion supply chain for the best possible fitFine-tune your fashion supply chain for the best possible fit
Fine-tune your fashion supply chain for the best possible fit
 
Changing Consumer Motivations & Expectations | Accenture
Changing Consumer Motivations & Expectations | AccentureChanging Consumer Motivations & Expectations | Accenture
Changing Consumer Motivations & Expectations | Accenture
 
Best Buy
Best BuyBest Buy
Best Buy
 
How Companies in Emerging Markets Are Winning at Home
How Companies in Emerging Markets Are Winning at HomeHow Companies in Emerging Markets Are Winning at Home
How Companies in Emerging Markets Are Winning at Home
 
NABA Symposium - Make it Happen, Karl Ahlrichs
NABA Symposium - Make it Happen, Karl AhlrichsNABA Symposium - Make it Happen, Karl Ahlrichs
NABA Symposium - Make it Happen, Karl Ahlrichs
 
IBM Guide to Consumer Products Industry Technology Trends
IBM Guide to Consumer Products Industry Technology TrendsIBM Guide to Consumer Products Industry Technology Trends
IBM Guide to Consumer Products Industry Technology Trends
 

Similar to Frontiers 2018 Aii™ Award Winning Presentation

World Innovation Forum Survey Full Details Final
World Innovation Forum Survey   Full Details FinalWorld Innovation Forum Survey   Full Details Final
World Innovation Forum Survey Full Details Final
Dianne
 
OCE uWaterloo Presentation
OCE uWaterloo PresentationOCE uWaterloo Presentation
OCE uWaterloo Presentation
adoan
 
Presentation 3 of 4
Presentation 3 of 4 Presentation 3 of 4
Presentation 3 of 4
Brian Hawkins
 
iWork - SiliconIndia
iWork - SiliconIndiaiWork - SiliconIndia
iWork - SiliconIndia
Sanjeev Deo
 
iWork - SiliconIndia
iWork - SiliconIndiaiWork - SiliconIndia
iWork - SiliconIndia
Sanjeev Deo
 
iWork Technologies
iWork TechnologiesiWork Technologies
iWork Technologies
Atul Gunjal
 
iWork Technologies
iWork TechnologiesiWork Technologies
iWork Technologies
Atul Gunjal
 
Alan Kennedy Nhs
Alan Kennedy   NhsAlan Kennedy   Nhs
Alan Kennedy Nhs
Noel Hatch
 
X Factor or the Why Not Factor - Turning ideas into innovations
X Factor or the Why Not Factor - Turning ideas into innovationsX Factor or the Why Not Factor - Turning ideas into innovations
X Factor or the Why Not Factor - Turning ideas into innovations
Noel Hatch
 

Similar to Frontiers 2018 Aii™ Award Winning Presentation (20)

Innovation in Financial Institutions: a World Tour
Innovation in Financial Institutions: a World TourInnovation in Financial Institutions: a World Tour
Innovation in Financial Institutions: a World Tour
 
Innovation Report World Tour Of The Financial Services Industry Brant R C...
Innovation Report   World Tour Of The Financial Services Industry   Brant R C...Innovation Report   World Tour Of The Financial Services Industry   Brant R C...
Innovation Report World Tour Of The Financial Services Industry Brant R C...
 
Innovation Leaders 2008 Vienna
Innovation Leaders 2008   ViennaInnovation Leaders 2008   Vienna
Innovation Leaders 2008 Vienna
 
Innovation Leadership Part3
Innovation Leadership Part3Innovation Leadership Part3
Innovation Leadership Part3
 
World Innovation Forum Survey Full Details Final
World Innovation Forum Survey   Full Details FinalWorld Innovation Forum Survey   Full Details Final
World Innovation Forum Survey Full Details Final
 
Innovation Everywhere For Manufacturing + Services
Innovation Everywhere For Manufacturing + ServicesInnovation Everywhere For Manufacturing + Services
Innovation Everywhere For Manufacturing + Services
 
Induct sales pitch
Induct   sales pitchInduct   sales pitch
Induct sales pitch
 
Sitar Teli - Why Focusing on UX Makes Business Sense
Sitar Teli - Why Focusing on UX Makes Business SenseSitar Teli - Why Focusing on UX Makes Business Sense
Sitar Teli - Why Focusing on UX Makes Business Sense
 
OCE uWaterloo Presentation
OCE uWaterloo PresentationOCE uWaterloo Presentation
OCE uWaterloo Presentation
 
Career player low_res
Career player low_resCareer player low_res
Career player low_res
 
Presentation 3 of 4
Presentation 3 of 4 Presentation 3 of 4
Presentation 3 of 4
 
Marketing Excellence- IDEO
Marketing Excellence- IDEOMarketing Excellence- IDEO
Marketing Excellence- IDEO
 
Samsung
SamsungSamsung
Samsung
 
iWork - SiliconIndia
iWork - SiliconIndiaiWork - SiliconIndia
iWork - SiliconIndia
 
iWork - SiliconIndia
iWork - SiliconIndiaiWork - SiliconIndia
iWork - SiliconIndia
 
iWork Technologies
iWork TechnologiesiWork Technologies
iWork Technologies
 
iWork Technologies
iWork TechnologiesiWork Technologies
iWork Technologies
 
Alan Kennedy Nhs
Alan Kennedy   NhsAlan Kennedy   Nhs
Alan Kennedy Nhs
 
X Factor or the Why Not Factor - Turning ideas into innovations
X Factor or the Why Not Factor - Turning ideas into innovationsX Factor or the Why Not Factor - Turning ideas into innovations
X Factor or the Why Not Factor - Turning ideas into innovations
 
Spinverse: CTO Survey 2014
Spinverse: CTO Survey 2014Spinverse: CTO Survey 2014
Spinverse: CTO Survey 2014
 

More from Rockbridge Associates, Inc.

Showrooming vs. Webrooming: The Effect of Multichannel Information Search on ...
Showrooming vs. Webrooming: The Effect of Multichannel Information Search on ...Showrooming vs. Webrooming: The Effect of Multichannel Information Search on ...
Showrooming vs. Webrooming: The Effect of Multichannel Information Search on ...
Rockbridge Associates, Inc.
 
How Strategy and Governance Choices Influence Innovation Success in Software ...
How Strategy and Governance Choices Influence Innovation Success in Software ...How Strategy and Governance Choices Influence Innovation Success in Software ...
How Strategy and Governance Choices Influence Innovation Success in Software ...
Rockbridge Associates, Inc.
 
Service Robotics: How Ready are Consumers to Adopt and What Drives Acceptance?
Service Robotics: How Ready are Consumers to Adopt and What Drives Acceptance?Service Robotics: How Ready are Consumers to Adopt and What Drives Acceptance?
Service Robotics: How Ready are Consumers to Adopt and What Drives Acceptance?
Rockbridge Associates, Inc.
 
5 technology consumers to watch, frontiers 2008, colby & molina
5 technology consumers to watch, frontiers 2008, colby & molina5 technology consumers to watch, frontiers 2008, colby & molina
5 technology consumers to watch, frontiers 2008, colby & molina
Rockbridge Associates, Inc.
 

More from Rockbridge Associates, Inc. (11)

Max share for financial institutions
Max share for financial institutionsMax share for financial institutions
Max share for financial institutions
 
Strategically Evaluating your Association's Global Readiness, Intro
Strategically Evaluating your Association's Global Readiness, IntroStrategically Evaluating your Association's Global Readiness, Intro
Strategically Evaluating your Association's Global Readiness, Intro
 
MaxShare
MaxShareMaxShare
MaxShare
 
Advancing Technology Success in the Association Sector
Advancing Technology Success in the Association SectorAdvancing Technology Success in the Association Sector
Advancing Technology Success in the Association Sector
 
Showrooming vs. Webrooming: The Effect of Multichannel Information Search on ...
Showrooming vs. Webrooming: The Effect of Multichannel Information Search on ...Showrooming vs. Webrooming: The Effect of Multichannel Information Search on ...
Showrooming vs. Webrooming: The Effect of Multichannel Information Search on ...
 
How Strategy and Governance Choices Influence Innovation Success in Software ...
How Strategy and Governance Choices Influence Innovation Success in Software ...How Strategy and Governance Choices Influence Innovation Success in Software ...
How Strategy and Governance Choices Influence Innovation Success in Software ...
 
Service Robotics: How Ready are Consumers to Adopt and What Drives Acceptance?
Service Robotics: How Ready are Consumers to Adopt and What Drives Acceptance?Service Robotics: How Ready are Consumers to Adopt and What Drives Acceptance?
Service Robotics: How Ready are Consumers to Adopt and What Drives Acceptance?
 
Frontiers 2015, by 3 Pillar, CES, Rockbridge
Frontiers 2015, by 3 Pillar, CES, RockbridgeFrontiers 2015, by 3 Pillar, CES, Rockbridge
Frontiers 2015, by 3 Pillar, CES, Rockbridge
 
5 technology consumers to watch, frontiers 2008, colby & molina
5 technology consumers to watch, frontiers 2008, colby & molina5 technology consumers to watch, frontiers 2008, colby & molina
5 technology consumers to watch, frontiers 2008, colby & molina
 
It isnt easy being green, or is it?
It isnt easy being green, or is it?It isnt easy being green, or is it?
It isnt easy being green, or is it?
 
A Services Landscape Transformed by Technology: Findings from the 2014 Nation...
A Services Landscape Transformed by Technology: Findings from the 2014 Nation...A Services Landscape Transformed by Technology: Findings from the 2014 Nation...
A Services Landscape Transformed by Technology: Findings from the 2014 Nation...
 

Recently uploaded

Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Prof. Marcus Renato de Carvalho
 
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
ayush20231
 

Recently uploaded (20)

The Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator AdvertisingThe Impact of lift advertising Screens in elevator Advertising
The Impact of lift advertising Screens in elevator Advertising
 
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
Relatório da OMS / Unicef / IBFAN sobre a situação do Código Internacional de...
 
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptxBlue and Yellow Illustrative Digital Education Presentation (1).pptx
Blue and Yellow Illustrative Digital Education Presentation (1).pptx
 
Ultimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdfUltimate Guide to Personal Branding on LinkedIn.pdf
Ultimate Guide to Personal Branding on LinkedIn.pdf
 
The ClearVoice Approach to Content Audits
The ClearVoice Approach to Content AuditsThe ClearVoice Approach to Content Audits
The ClearVoice Approach to Content Audits
 
Link Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's NextLink Building in 2024: What Works, What Doesn't, and What's Next
Link Building in 2024: What Works, What Doesn't, and What's Next
 
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARUATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
ATRIUM GAMING : SLOT GACOR MUDAH MENANG TERBARU
 
Taking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation CampaignTaking The Guesswork Out of Your Lead Generation Campaign
Taking The Guesswork Out of Your Lead Generation Campaign
 
Building Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdfBuilding Your Customer Base with MailPoet.pdf
Building Your Customer Base with MailPoet.pdf
 
Why Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdfWhy Digital Marketing Important for our Business.pdf
Why Digital Marketing Important for our Business.pdf
 
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
Top SEO Trends to Embrace in 2024‎ ‎ ‎ ‎
 
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and SalesNexGen Alignment: ABM’s Role in Uniting Marketing and Sales
NexGen Alignment: ABM’s Role in Uniting Marketing and Sales
 
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive IndustryJesse Saez: A Journey of Dedication and Success in the Automotive Industry
Jesse Saez: A Journey of Dedication and Success in the Automotive Industry
 
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond GoogleBrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
BrightonSEO - Search Engine Omnipresence_ Why SEOs need to look beyond Google
 
How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024How to Scale Your Digital Marketing Services in 2024
How to Scale Your Digital Marketing Services in 2024
 
A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.A chronological journey of jobs and responsibilities.
A chronological journey of jobs and responsibilities.
 
How to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing AgencyHow to Start and Grow a Digital Marketing Agency
How to Start and Grow a Digital Marketing Agency
 
Social Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdfSocial Media Paid Ads Performance Report.pdf
Social Media Paid Ads Performance Report.pdf
 
TikTok: The Cultural Revolution in 10 minutes!
TikTok: The Cultural Revolution in 10 minutes! TikTok: The Cultural Revolution in 10 minutes!
TikTok: The Cultural Revolution in 10 minutes!
 
A quick journey across brands, industries and people.
A quick journey across brands, industries and people.A quick journey across brands, industries and people.
A quick journey across brands, industries and people.
 

Frontiers 2018 Aii™ Award Winning Presentation

  • 1. American Innovation Index™ PRESENTED TO: SEPTEMBER 7, 2018 PRESENTED BY Gina Woodall, President, Rockbridge Associates, Inc. Lerzan Aksoy, Professor of Marketing at Gabelli School Of Business, Fordham University, Social Innovation Collaboratory Tor W. Andreassen, Professor at NHH-Norwegian School Of Economics, Center For Service Innovation Charles L. Colby, Founder and Chief Methodologist, Rockbridge Associates, Inc. Tim Keiningham, Associate Professor at St. Johns University and Chief Strategy Officer, Rockbridge Associates, Inc.
  • 2. INTRODUCTION “Innovation distinguishes between a leader and a follower.” – Steve Jobs Innovation Creates Leaders
  • 3. Can a non-technology based company be considered highly innovative? INTRODUCTION Apple Amazon Ikea Toyota Netflix Airbnb Southwest Airlines Samsung John Deere Honda 01 02 03 04 05 06 07 08 09 10 10 Most Innovative Companies
  • 4. Vision, Scope & Methodology
  • 5. VISION, SCOPE & METHODOLOGY • An ambitious research program that quantifies the innovativeness of nearly 200 companies in 20 industries from the customer point of view • The idea originated in Norway – researchers at the Norwegian School of Economics (NHH) believed the true indicator of innovativeness in a market is what can be gleaned from the actual experiences of consumers • Rockbridge partnered with the Gabelli School of Business at Fordham University and NHH to implement the study in the United States About the American Innovation Index™ (Aii)
  • 6. VISION, SCOPE & METHODOLOGY • Nationally representative online survey of over 7,000 U.S. adults, comprising over 30,000 customer relationships • Customers rated companies on key metrics:  Innovation  Social innovation  Customer Loyalty  Attractiveness • For top companies, we also collected emotional experiences (arousal and pleasure) and perceived change in how the company does business. The Aii™ Methodology
  • 7. VISION, SCOPE & METHODOLOGY American Innovation Index: Aii™ • Perceptions of the company:  Being innovative  Being creative  Changing the market with its products and services  Being a category pioneer Key Metrics Social Innovation Index: Sii™ • Perceptions of the company:  Having innovative offerings that benefit society  Prioritizing the social good  Creating innovative solutions to benefit society Metrics are based on scientifically validated scales and converted to 0-100 scores.
  • 8. VISION, SCOPE & METHODOLOGY Sectors Covered in the Aii™ Airlines Health Insurers Auto Insurers Investment Services Auto Manufacturers Life and Disability Insurers Banks Lodging Consumer Durables Restaurants Credit Card Providers Specialty Retailers Delivery and Shipping Supermarkets and Drugstores Energy Utilities Technology Fuel Companies TV/ISPs General Merchandise Retail Wireless/Cellular
  • 9. John Deere Toyota Ford USAA Honda Chrysler Nissan General Motors Chick-fil-A Ikea VISION, SCOPE & METHODOLOGY The most innovative sectors are automotive, big ticket manufacturing and technology Apple Amazon Ikea Toyota Netflix Airbnb Southwest Airlines Samsung John Deere Honda 01 02 03 04 05 06 07 08 09 10 Most Innovative Companies (Aii™) Most Socially Innovative Companies (Sii™) Indicates company is Top-10 in both lists
  • 11. • Successful companies are able to ensure their innovation assets – R&D, culture, people, technology, IP – shift downstream and influence the customer experience • Science shows that innovation is a strong driver of customer loyalty (and hence, the bottom-line), influencing the customer experience, emotions, brand attractiveness, loyalty and sales Innovation Influences Loyalty WHY INNOVATION MATTERS COMPANY INNOVATION Customer Experience Arousal Pleasure Innovative- ness Attractive -ness LOYALTY Customer Experience • Value Proposition • Value Delivery • Customer Treatment • Interaction Space
  • 12. WHY INNOVATION MATTERS In travel, the most innovative companies have the most loyal customers Airbnb Southwest Airlines JetBlue Hilton Priceline Choice Hotels MarriottAlaska Airlines Expedia Inc. Delta Airlines IHG/IntercontinentalBest Western American Airlines Amtrak Wyndham LaQuinta Inns Motel 6 Frontier Airlines United Airlines Most Loyal CustomersLeast Loyal Customers LeastInnovativeMostInnovative
  • 13. WHY INNOVATION MATTERS The most socially innovative companies also have the most loyal customers Airbnb Southwest Airlines JetBlue Hilton Priceline Choice Hotels Marriott Alaska Airlines Expedia Inc. Delta Airlines IHG/Intercontinental Best Western American Airlines Amtrak Wyndham LaQuinta Inns Motel 6 Frontier Airlines United Airlines Most Loyal CustomersLeast Loyal Customers LeastSociallyInnovativeMostSociallyInnovative
  • 14. JetBlue Airbnb Hilton Southwest Airlines Choice Hotels Delta Airlines Alaska Airlines Best Western Wyndham LaQuinta Inns IHG/Intercontinental Marriott Amtrak American Airlines Priceline Expedia Inc. Motel 6 United Airlines Frontier Airlines WHY INNOVATION MATTERS The most successful travel companies are perceived to be innovative and socially innovative TRANSFORMATIVE DISRUPTIVE BENEVOLENT STAGNANT Most Socially InnovativeLeast Socially Innovative LeastInnovativeMostInnovative
  • 15. CASE STUDY JetBlue: A successful startup according to the numbers 40 MILLION CUSTOMERS ANNUALLY 1 2$1.2 BILLION IN INCOME (2016) 3$759 MILLION IN PROFIT (2016) • Ranked #2 on Aii and #1 on Sii among travel companies • Overall (out of 163 companies)… • #13 on Aii • #14 on Sii
  • 16. How JetBlue Innovates • Implements customer service training that focuses on the end-to-end customer experience • Relies on partnerships for entertainment and food and beverage to provide brands customers want • JetBlue Technology Ventures, a VC fund that invests in travel tech startups focused on the customer experience • Leverage cutting edge facial recognition technology to improve the boarding experience in partnership with TSA • Focus on environmental sustainability, from investing in NextGen tech to reduce greenhouse gas emissions to partnering with environmental non-profits and mentoring natural product companies for sourcing CASE STUDY
  • 17. What JetBlue Customers Experience • JetBlue touts the fastest free in-flight WiFi with several content partnerships • The most legroom in coach of any carrier • Unlimited free brand name in-flight snacks and drinks • Unique and numerous in-flight entertainment options, 100+ channels with DirectTV and Sirius XM CASE STUDY
  • 18. WRAP UP • Your industry doesn’t determine your innovativeness • You need to ensure your effort and investments reach customers “downstream” to impact the bottom line • Innovation is a powerful strategy to drive growth in a crowded sector where satisfaction is not enough • Even if you are innovative, you need to consider social innovation in order to be “transformational” rather than “disruptive” • Sometimes you can innovate without changing • Customer focused innovation instead of excessive focus on the bottom line wins Key Learnings from the Aii
  • 19. WRAP UP • Next wave of the Aii planned for early 2019 • Correlate to financial data • Expand industries • Launch the program in other countries Next Steps
  • 20. FOR MORE INFORMATION ABOUT Aii, PLEASE CONTACT: Gina Woodall President, Rockbridge Associates gwoodall@rockresearch.com +1 703 757 5213 ext. 11 Charles Colby Chief Methodologist & Founder ccolby@rockresearch.com +1 703 757 5213 ext. 12 THANK YOU!