Innovation & Institutions, Will it Blend?
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Innovation & Institutions, Will it Blend?
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Transforming Service: Adobe’s Customer Immersion program, a work in progress

Transforming Service:  Adobe’s Customer Immersion program, a work in progress | Innovation & Institutions, Will it Blend? | Scoop.it

Forrester announced winners of the 2011 Voice of the Customer awards  at their annual Customer Experience Forum in June 2011, in New York.  Adobe, Fidelity Investments and JetBlue, were the 2011 award winners.


Adobe made significant changes in how they engage with their customers over the last 18 months.  Yet, in reading the commentary on the blog cited here, it seems they have a ways to go, as yet.  The blog post features these points:

  • Like Jet Blue, Adobe recognized they weren’t always easy to do business with, and were not consistently delivering the level the service customers expected.
  • Adobe’s Customer Immersion Program provides Adobe’s senior leaders with the opportunity to experience first-hand what our customers experience when they engage with Adobe.
  • Adobe’s Customer Listening Post facility brings customer experiences to life – - live video and data feeds showing what’s happing in real-time.
  • Front-line service and support agents are now equipped with better tools and resources to quickly resolve customer issues.

That said, there are two comments on this post that show some of the challenges ahead for customer immersion and managing the complexities of surprizing and delighting the customer these days.


Photo credit:  Immersion Iwona_kellie Creative Commons

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Scooped by Deb Nystrom, REVELN
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Empathic Innovation | Looking Beyond What Is to What's Next

Empathic Innovation | Looking Beyond What Is to What's Next | Innovation & Institutions, Will it Blend? | Scoop.it

Many innovations come from a deeper level of customer and market understanding. They go beyond what current customers say they need. They solve problems that customers either don't realize they have or didn’t know could be solved.

Many new (or extended) products and services come from empathic innovation. These are innovations that flow from a deep empathy and understanding of the intended customers’ problems and aspirations.

Innovation Pathways include:

* Make sure the “voice of the market” pervades every part of your organization. Bring customers into your company offices and plants for visits, joint problem solving and planning sessions, celebrations, focus groups, conferences, barbecues, presentations, and the like. 

* Don’t allow any managers or staff (such as accountants, marketers, or human resource staff) to participate in decisions unless they’re spending a minimum of 25% of their time with current or prospective customers and partners in the market.

* Make your senior managers responsible for some business development and ongoing customer service. They should be spending 25 – 35 percent or more of their time with customers (the same amount of time should also be spent with external and internal partners).

* Identify your leading-edge external customers and partners and bring them into your product and service development processes. 

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