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CHRIS LAWER of OMC insists customers do know what you are talking about.
Invite your customers in
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Chris Lawer: goldmine of proprietary
customer intelligence
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Customers never asked for the Sony Walkman. Nor did they
express a desperate desire for fax machines, digital cameras,
mobile phones or even the humble hoopla-hoop. So if customers
are frankly so useless at suggesting innovative, breakthrough
products and services, why are many firms now actively trying
to access and harness their customers’ knowledge and competence?
Why are they tearing down their borders to invite their customers
to share in their innovation and learning processes?
In fact, there are several reasons. First, customers are
more knowledgeable and organised. They have access to the
information they need to make more informed choices, assess
value on their own terms, influence the expectations of other
customers, and can decide for themselves how they want to
transact with firms. They are increasingly able to engage
in an active and explicit dialogue with other customers and
employees.
More...
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Conspectus 2005
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Copyright © 2005
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