This type of innovation focuses on the relationship the customer has with the organization and how the organization interacts with its customers.
As we have seen in previous posts, there are 10 types of innovation, according to expert Larry Keeley. We have already talked about organisational innovation and innovation in supply.
The third category of innovation is innovation in experience. This type of innovation focuses on the relationship that the customer has with the organization and how the organization interacts with its customers, suppliers, stakeholders, and even society as a whole.
In this category of innovation in the experience, Larry Keeley describes the following types of innovation:
Innovation in Service.
It refers to communication with the customer, how the value of the service/product offered by the organization is enhanced. Innovations in service make it possible to solve problems, improve the customer’s day-to-day life in relation to the organization, improve access to the product, etc.
One of the greatest examples of this innovation is Amazon, which not only improves its product offering, but also works to improve how it provides customer service, with a continuous improvement of new ways of shipping its products (service), with new possibilities of immediate delivery, with online and 24/7 customer service.
Innovation in the Channels.
These innovations are based on allowing customers to access the service/product in the most agile, cheap and pleasant way possible. Here omnichannel is prioritized, that is, that the customer can access the product/service from any channel.
The profound digitalization that the main economic sectors are now undergoing is a clear example of the need for innovation in customer relationship channels. For example, all physical stores must start selling online, or advertising must direct its efforts to new digital content platforms or social networks.
Innovation in the Brand.
Innovate how the product is presented to the market. Companies need to have a powerful brand that is recognizable by customers and potential customers.
Innovating in a powerful brand allows a different positioning in the market. One of the great examples of this is Red Bull, an energy drink that sponsors how a person jumps from space. An experience with a great media impact that positioned the brand as one of the most powerful on the market.
Innovation in Customer Engagement.
It consists of innovating in the different interactions that the organization can have with its customer, where efforts must be directed to ensuring that there is a continuous, stable relationship with many interactions, which allows the customer to “engage” with the organization.
We live in an interconnected world, where, almost naturally, we collaborate with organizations. An example of innovation in this typology is the video game industry, which turns its users into great ambassadors of the brand.
