1. The Future of Growth is
Customer Relationship Innovation
Creating and capturing more value with your greatest asset.
2. The future: rising demand for innovation
The internet continues to transition consumers from ownership to service-
based on-demand consumption. Consequently, the importance of customer
acquisition and retention is increasing.
At the same time, businesses are reimagining their organizations and
offerings to more effectively compete in changing markets. Understanding
how to build deeper longer-term relationships with customers is increasingly
a critical factor for success.
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3. How innovation is happening today
“What we are doing – and have done in the past – isn’t going to deliver the
growth and profitability we want. How can we capture or create more value?
Where should we look for opportunities?”
Many organizations are simply turning to technology. Others try changing up
their business model. However, organizations who choose to focus on their
relationship with customers, are consistently do better.
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4. percent of executives say the experience
they are providing is superior.
80
percent of customers say the experience
they are having is superior.
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Today’s challenge is tomorrow’s opportunity
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5. Scansion + innovation strategy
To achieve growth, Scansion empowers businesses to identify, shape,
deliver, and measure Meaningful Experiences that transform their
relationships with customers.
We call this strategic process Customer Relationship Innovation.
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6. Customer Relationship Innovation
Consistently evoking Meaningful Experiences over time forms relationships
that are distinct and valuable to customers.
Scansion’s proprietary process produces market-validated innovation
strategies. These strategies enable businesses to anticipate and capitalize
on the Meaningful Experiences and relationship customers desire.
It’s a superior approach to innovation because it unlocks growth and
reduces risk at the same time, using an existing asset – your customers.
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7. Over time, consistently delivering Meaningful
Experiences customers desire produces valuable
relationships that are mutually beneficial.
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8. Meaningful Experiences focus innovation efforts
It’s not “the thing” customers buy that matters. It’s what the thing means to
them – it’s the Meaningful Experiences it evokes and resulting relationship
that customers are after.
Once we understand the Meaningful Experiences customers desire, we can
identify previously unseen opportunities, and articulate design principles
and business strategies to act on them.
Insights and design principles then inform the innovation of how, when, and
where to evoke the Meaningful Experiences customers desire.
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9. At the end of the day,
what customers seek out and pay for are the
experiences in life they find meaningful.
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10. Functional
Emotional
Meaningful$$$
$$
$
Meaningful Experiences create premium value
Not all experiences are equal.
Of the three (3) types, the most
impactful customer experiences
come from Meaningful Experiences.
Customers will pay more for
Meaningful Experiences, and
are more loyal to businesses
who evoke them.
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11. Companies that foster meaningful experiences outperform
the stock market by 130%.
- Havas Media Study
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12. The Meaningful Experiences customers desire
We’ve identified 15 distinct Meaningful Experiences customers actively
seek-out and “purchase” in their lives. Each one characterizes a precise
experiential nature and emotional context of customer desire.
• Accomplishment
• Beauty
• Community
• Creation
• Duty
• Enlightenment
• Freedom
• Harmony
• Justice
• Oneness
• Redemption
• Security
• Truth
• Validation
• Wonder
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17. Understanding Meaningful Experiences over time
A Customer Experience Waveline visualizes the evolution of Meaningful
Experiences over time, across different use cases and customer relationships.
“Wavelines” pinpoint the richest
opportunities with customers.
This diagnostic tool enables
businesses to be effective yet
efficient with their innovation.
Wavelines also provide a metric
to strategically align organizations
and offerings with the Meaningful
Experiences and relationships
customers desire.
TM
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Desired Experience
Line
Actual Experience
Line
Opportunity
Space for
Innovation
18. “Desired experiences” steer towards growth
Customer relationship innovation segments customers by the Meaningful
Experiences they desire. This type of segmentation is uniquely actionable.
It enables businesses to better anticipate market shifts and proactively
innovate in the direction of customer demand:
• reveals previously unseen or underserved customer segments
• informs the type of relationship different customer segments want
• fuels customer-centric strategic thinking, planning, and change
• sparks richer insights for more effective decision making
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19. The goal is to innovate to meet your customers
where they are headed, with the Meaningful
Experiences and relationship they desire.
Know where your customers are headed?
Got yer ticket?
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20. The Hearst Building
5 Third Street, Suite 925
San Francisco, CA 94103
(415) 713-0958
info@scansion.com
@ScansionInc
Scansion Inc
Scansion Inc
Let’s Talk About Your Future!
