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The Single Greatest Source Of Innovation is About Emotion

The Single Greatest Source Of Innovation is About Emotion

In a recent Inc. article titled "Apple Proves That This Is The Single Greatest Source Of Innovation", author Thomas Koulopoulos stated that the greatest source of innovation wasn't a product. It was the experience.

The Late Maya Angelou said, "I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel."

Thomas suggests to think about that quote as it applies to your retail experiences. "If you're like me I'll bet that what comes to mind most often is how you felt after sub-par experiences. The frustration of not being able to find an associate in store to help you, or, when you do, having them tell you they have no idea how to answer your question. Or perhaps waiting in a long checkout line when half a dozen registers are standing idle and unmanned. We all have vivid memories of our most horrible customer experiences. It's much harder to recall the wonderful, even delightful, experiences you've had, because there are typically so few of them."

The shocking part is that improving the experience is the easiest thing to change. It can be done faster than developing a product, creates more value and will create buzz among your customers. 

When working with clients, one of the key things I look at is how can we improve the customers experience. That process starts through our Ideation and Strategy Facilitation:

  • listing all of the customer "touch points"
  • defining ones that, if improved, would make the biggest impact
  • generating creative ideas on how to make them memorable, emotional or sensory

Using Apple's retail outlets as an example Thomas illustrates why investing in the experience is so important, especially if it reflects the core values of your company. 

Contact us to see how we can improve your customer experience design.

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