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Article CX Strategy

Being Customer Centric Frees Up Innovation

Does shifting the core way you operate your business make a difference in your team's ability to innovate?

To answer that question it's good to start by understanding the keys to innovation:

  • Ability to create a blank slate
  • Elimination of preconceptions
  • Free flow of ideas
  • Avoiding the influence of personal bias

Customer centric vs Company centric

Customer centric organizations, which are (by definition) not anchored to internal rigid thinking, have the core process ‘flex’ to allow ideas to flow more freely and be inspired by external and internal sources.

The rigidity in many organizations is rooted around a business centric competitive stance — us versus them  (take Microsoft around the iPhone launch time).  That is becoming increasingly fatal for many industries primarily because technology is empowering customers to innovate solutions that companies could never imagine.  

The Shift in Customer Thinking

What’s driving customers is a shift in the ‘experience’ they want and an unwillingness to let the limited business models or profit strategy of companies prevent them from getting there.  

That in turn is creating a gap for innovative customer centric companies to build high growth businesses in industries that had previously been controlled by an oligopoly of powerful big brands. 

Whether it’s Zipcar taking the rental car industry down a peg or two or Apple rewriting the rules of the music business (remember when you had to buy the whole album to get 1 song you liked?), the trend is clear and the only winners over the long term are businesses that can innovate in a customer centric way.

Apr 11, 2014  
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It's impossible for companies to focus on the 'easy' market segments (ie. non millenials) and get comfortable with a less than competitive product or service offering. 

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