The Customer Engagement Checkup is a tool and part of the “Ten Types Of Innovation” macro method (also described here). The tenth of the “Ten Types Of Innovation” describes innovations that reflect an understanding of customers’ deep desires and use this to make meaningful connections between
consumers and the manufacturing company.
Great customer engagement innovations provide easy access to voyages of discovery in the cosmos of the company’s product portfolio, helping customers make certain areas of their lives memorable or fulfilling.
We are increasingly seeing such innovations in the area of social media. Companies are moving away from a one-way flow of information from them to customers. What is being sought is more organic, two-way and authentic interaction.
We see companies offering elegant ease to otherwise complex areas, making them trusted partners in processes for customers. But as always, technology can only be a tool. Even components as seemingly simple as clever packaging or product bundling can elevate the buying experience to a higher level and create a lifelong connection with the customer – far beyond the point of purchase.
Successful customer engagement innovations in practice:
– Blizzard Entertainment: Among other successful multiplayer online role-playing games, “World Of Warcraft” captivates millions of players worldwide. Large play areas are intentionally designed so that the greatest successes can be achieved in cooperative ventures between players. Eleven million registered players generate billions in profits for the company, which connects millions of players every day via its Battle.net website.
– MINT.com: Personal finance management system simplifies something complex for users: it combines automatic bank account updates with categorizing and tagging purchases, identifying savings opportunities and creating custom budgets on demand.
– FAB: Leading design experts curate the presentation of offerings on the company’s website. In doing so, they shape a unique, design-driven take on the products and form a sense of assurance among customers that FAB is just the place for their next cool purchase.
– Apple: The computer giant first demonstrates its latest hardware and software at the “World Wide Developers Conference”. This conference allows Apple’s partners and suppliers to help shape the final product and provide feedback. Attendance at this conference is so coveted that tickets, priced at $1,600, regularly sell out within two hours.