Last week, I posted about making innovations more emotional; if you didn’t see it, you can find it here. Today, I want to speak about the other side of emotional innovation; how to STOP some of your own emotions, when launching new products.
One Sunday last Summer I had been planning a lie-in, like most of us do when we don’t have to get up for work at the weekends. However, I was woken up very early by one of my cats who came to proudly show me that she had caught a bat!
Both my cats love hunting and I have to say they are (too) good at it! They give me frequent “presents” that I discretely dispose of, unless of course they are alive, in which case I have to catch them and return them to the wild outdoors, whilst the two of them continue to sniff around the last place in which they had seen their prey.
Anyway, my cat Apricot – a female ginger – was really excited about her very rare capture, which is why she had woken me up to show me. Of course, I was less than enthusiastic about a bat flying around my bedroom at five in the morning! Luckily when I switched on my bedside lamp, the light quietened it down and when he stopped flying, to hang on the wall, I was able to catch him and put him back outside where be belonged.
Do your innovations excite you or your customer?
Now awake, my mind started musing on the very large differences in the reactions of my cat and me, to this event. She was excited, happy and proud; I was surprised, disappointed and irritated that I had to stop what I was doing – sleeping – to attend to her “present”.
I think something similar happens sometimes when companies launch new products or services. Everyone in the organisation gets excited about their innovation or renovation, are proud to have developed it and happy that after all the hard word, it is finally ready for launch. The customer on the other h and, can be surprised, which is great if this is accompanied by pleasure, or disappointed if the promise is not delivered. However, he might also be irritated if his usual br and or version has been replaced and is no longer available, or at least no longer on the shelf or store in which he usually finds it. We are in fact asking him to work, to change his habits, which no human being really enjoys, even when it is for the better.
5 Questions for winning innovations
So how can you make your new product development more customer-centric? By starting from your target customers’ perspective, and by answering these five questions:
- How are your customers currently using your product or service? What are their pain points if any; price, packaging, size, availability, sensorial experience – taste, aroma, colour, sound, feel?
- Who is currently changing or has already changed their habits to compensate for these pain points? Your current regular users, occasional users, lapsed users, competitive br and users?
- What are your current customers doing to face their pain points? Are they only buying on promotion, buying several small packs at a time, buying a replacement br and, buying elsewhere, adding their own ingredients?
- Where would they rank each of the identified pain points in terms of priority and acceptability? Can they cope with buying less often to get it at a cheaper price? Do they have a “portfolio” of acceptable br ands from which to choose in the category? Do they transfer your product into another container for ease of serving?
- When do the pain points become so unacceptable that your customers would consider changing br ands or adapting their behaviour? Are there psychological price barriers in the category or for your br and? Are there category st andards of colour, size or packaging that need to be obeyed – or perhaps even broken?
Obviously best-in-class innovation and renovation starts with the target customer in mind; their rational needs AND emotional desires.
Based on the answers to these five questions, the most relevant products and services can be proposed and are then more likely to be met with positive excitement, pride and happiness, rather than negative surprise, disapointment, irritation and frustration.
Involve your customers in your innovation
A further idea about customer-centric innovation is to actually involve your customers along the whole process. Many organisations now run what are called “co-creation” or “co-elaboration” sessions, where ideas are shared with and then further developed with customers in live sessions, either in person or over the web. How about co-creating your next new product idea with your customers? That way you know it will delight them even before you launch.
Do you have any other points you would add to the above list? Have you had success in co-creating a product or new service recently? Please share your experiences, I would love to hear about them.
This post first appeared on April 28th 2011 in C3Centricity Comments
More information on improving your innovation and conducting co-creation sessions can be found here: https://www.c3centricity.com/home/vision/
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