Category Archives: marketing

Innovative Techniques in Voice of the Customer Research

GUEST POST from Chateau G Pato

In today’s highly competitive business landscape, understanding the customer’s voice is not just an advantage—it’s essential. The traditional techniques of focus groups and surveys are being complemented or even replaced by innovative approaches that delve deeper into customer sentiments, behaviors, and expectations. As organizations strive to become more customer-centric, Voice of the Customer (VoC) research has become a cornerstone for guiding product development, service improvement, and customer experience strategies.

Innovative VoC Techniques

Emerging technologies and methodologies are transforming the ways we gather and interpret the voice of the customer. Let’s explore some groundbreaking techniques that are reshaping VoC research:

1. Social Listening and Sentiment Analysis

The proliferation of social media has opened a treasure trove of unfiltered customer feedback. Social listening tools allow companies to monitor conversations about their brand, products, and industry trends in real-time. Sentiment analysis employs natural language processing (NLP) to detect emotions within this vast sea of data, enabling organizations to respond swiftly to emerging issues or capitalize on positive discussions.

Case Study: Brand X’s Social Sentiment Turnaround

Brand X, a leading consumer electronics manufacturer, was facing declining customer satisfaction scores. By implementing advanced social listening tools, they discovered a common complaint about their new smartphone model—battery life issues were being discussed widely across forums and social platforms.

Through sentiment analysis, Brand X identified the most critical pain points and prioritized them for resolution. They communicated transparently with their customers about upcoming software updates aimed at mitigating the battery problem, which positively impacted brand sentiment and restored consumer trust.

2. Customer Journey Mapping

Understanding the steps a consumer takes from awareness to post-purchase is critical for enhancing their experience. Customer Journey Mapping visually represents these journeys and identifies key touchpoints where customers interact with a brand. By analyzing these interactions, businesses can pinpoint process improvements and innovations that will delight customers.

3. Immersive Experience Testing

Virtual reality (VR) and augmented reality (AR) technologies offer immersive ways to understand customer preferences and behaviors. Companies can simulate real-world usage scenarios for their products or services, gathering immediate feedback in a controlled environment. This method is invaluable for product design and ergonomic studies.

Case Study: Retail Innovator’s Virtual Reality Prototype Testing

A leading retailer, Retail Innovator, sought to redesign their flagship store layout to enhance customer experience. Instead of traditional focus groups, they opted for a VR-based approach, creating a digital twin of their store.

Customers were invited to explore this virtual environment and interact with it naturally. Feedback from this immersive experience highlighted several design flaws that weren’t apparent in 2D sketches, and allowed Retail Innovator to make informed adjustments before implementing the changes in the physical store. The result was a significant increase in positive customer feedback and sales.

4. AI-Powered Chatbots

Chatbots have evolved significantly with advancements in artificial intelligence. They are now capable of engaging in more natural and meaningful conversations, capturing valuable feedback, resolving customer queries instantly, and identifying trends in customer issues—feeding these insights back into the VoC loop.

5. Text Analytics and Machine Learning

With the explosion of data, manually processing customer emails, chat logs, and open-ended survey responses can be burdensome. Text analytics and machine learning algorithms automate this process, identifying themes and sentiments, and revealing actionable insights from historical feedback data.

Conclusion

In the quest for alignment with the customer’s voice, innovative VoC techniques extend beyond simply listening—they involve understanding, anticipating, and acting on customer feedback more intelligently than ever before. As we’ve seen in our case studies, these techniques not only uncover hidden insights but prompt proactive improvements that can transform customer satisfaction and loyalty.

As a human-centered change and innovation thought leader, I can confidently assert that the businesses that will thrive in the future are those that embrace these cutting-edge methods to truly hear, and adapt to, the evolving desires of their customers. The customer’s voice is more than data—it is a powerful catalyst for innovation and sustained growth.

Extra Extra: Because innovation is all about change, Braden Kelley’s human-centered change methodology and tools are the best way to plan and execute the changes necessary to support your innovation and transformation efforts — all while literally getting everyone all on the same page for change. Find out more about the methodology and tools, including the book Charting Change by following the link. Be sure and download the TEN FREE TOOLS while you’re here.

Image credit: misterinnovation.com

Sign up here to get Human-Centered Change & Innovation Weekly delivered to your inbox every week.

Impact of Inclusive Design on Brand Reputation

Leave a reply

Impact of Inclusive Design on Brand Reputation

GUEST POST from Chateau G Pato

In a rapidly globalizing world, brands are finding themselves thrust into the limelight as beacons of societal change. Today, consumers demand more than just quality—authentic connections to real-world issues are at the forefront of their buying decisions. Among the various paradigms of sustainable business practices, inclusive design has emerged as a key area bridging consumer needs with brand identity. Let’s explore how inclusive design significantly influences brand reputation and examine two compelling case studies demonstrating its real-world application and impact.

Understanding Inclusive Design

Inclusive design refers to the creation of products, services, and environments that are accessible and usable by as many people as possible, regardless of age, ability, or other factors. It’s about designing for diversity and embedding empathy into the design process to accommodate a wide range of needs.

By incorporating diverse perspectives, inclusive design not only caters to traditionally underserved segments but also enhances user experience for everyone. It’s a holistic approach that gives brands the opportunity to cultivate higher customer loyalty and expand market reach.

The Importance of Brand Reputation

Brand reputation can be loosely defined as the public’s perception of a company’s identity and its commitment to delivering on promises. A positive reputation can influence purchase decisions, build trust, and ensure customer recall. In the age of social media, brand reputation is more exposed than ever before, open to immediate, real-time feedback from consumers around the globe.

When brands engage in inclusive design, they tell a story—a story of commitment, empathy, and understanding. This narrative can substantially enhance brand reputation, turning customers into advocates and elevating a brand’s standing within communities.

Case Study 1: Microsoft’s Inclusive Design Initiative

The Scenario

Microsoft, one of the leading technology companies globally, has long recognized the potential of inclusive design. In an industry driven by innovation, accessibility often gets overshadowed. However, Microsoft has actively redefined its strategy to incorporate inclusive design principles across its product line.

The Action

Microsoft’s inclusive design initiative involved consulting with users who have disabilities to inform the development of various products, like the Xbox Adaptive Controller, which was designed with diverse physical abilities in mind. The company also developed a comprehensive set of inclusive design principles and toolkits to guide internal teams and external partners.

The Impact

The move was received positively and resulted in several awards and commendations from disability advocates. More importantly, it signaled a profound commitment to inclusion, which resonated with consumers and stakeholders alike. As a result, Microsoft saw an improvement in customer satisfaction scores and an increase in brand trust, establishing it as a leader in inclusive practices within the tech industry.

Case Study 2: Airbnb’s Accessibility Initiative

The Scenario

As a global leader in the hospitality sector, Airbnb found that many potential travelers with disabilities encountered significant barriers when booking accommodations. The platform initially lacked features that catered to the needs of this diverse consumer segment.

The Action

Airbnb launched an extensive accessibility initiative, working alongside organizations such as the National Council on Independent Living to better understand the needs of users with disabilities. This led to enhancements in their platform, including detailed accessibility filters and verification processes to ensure that the listings marketed as accessible truly met the required standards.

The Impact

This initiative not only opened travel opportunities to a previously underserved market segment but also bolstered Airbnb’s reputation as a socially responsible brand. The initiative received widespread media attention and applause from both users and advocates. By practicing inclusivity, Airbnb enhanced its platform’s credibility and trust, bringing in new customers and retaining existing ones.

The Broader Implications of Inclusive Design

Beyond the positive impact on brand reputation, inclusive design encourages innovation. When teams consider the varied experiences and challenges that diverse users face, they are often led to develop creative solutions that benefit a wider audience. This ‘design-for-one, extend-to-many’ approach often results in features or solutions that appeal across demographic boundaries, driving adoption and love for the brand.

Further, inclusive design initiatives can foster workplace diversity, as teams composed of varied backgrounds are typically more adept at identifying and addressing diverse customer needs. This can enhance organizational culture and attract top talent who are looking for employers that value diversity and inclusivity.

In an era where consumers are more informed and conscientious, brands that ignore the importance of inclusive design risk not only alienating significant portions of the market but also damaging their reputations. However, those embracing these principles stand to gain not just increased market share, but a loyal customer base and widespread brand recognition as champions of innovation and inclusion.

Conclusion

The impact of inclusive design on brand reputation is both profound and far-reaching. As highlighted by the examples of Microsoft and Airbnb, accessible and thoughtful design is more than a nice-to-have—it is a business imperative. Companies willing to embrace inclusive design are those better positioned to thrive in today’s competitive market, where consumer expectations are ever-evolving. Ultimately, the success of a brand will hinge on its ability to be both empathetic and innovative, paving the way for a more inclusive future.

Image credit: Unsplash

Sign up here to get Human-Centered Change & Innovation Weekly delivered to your inbox every week.

Marketing Gimmick of the Year – 2021 – Air Protein

1 Reply

The winner of the 2021 award for Marketing Gimmick of the Year has to be Air Protein.

The marketing premise is that the company is creating a scalable process for creating protein from ‘thin air’ using a $32 million Series A funding round and 1960’s era NASA research.

Sounds too good to be true doesn’t it?

And that’s why it’s the marketing gimmick of the year.

It’s not technically untrue, but it doesn’t give the whole picture of how the protein is actually created.

According to The Times out of the U.K., the production of Air Protein begins when purified carbon dioxide is mixed in a fermenter with hydrogenotrophs (naturally occurring microbes) to produce a flour-like substance that is 80 percent protein. This protein is then mixed with other ingredients to create meat alternatives. And believe me, this takes a lot of additional work.

So “thin air” is a bit of stretch and the marketing tagline “Meat Made from Air” stretches the depiction of reality near to the breaking point. But, it doesn’t mean the technology is still not potentially amazing and transformational.

The reason is that the way plant-based proteins and other alternative proteins are made are often even less ‘natural’.

So, it will be interesting to see how the finished product of Air Protein grades out versus the titans of the alternative meat market – Beyond and Impossible – but from a marketing perspective, they are off to a strong start!

Image credit: Air Protein

Sign up here to get Human-Centered Change & Innovation Weekly delivered to your inbox every week.

Empathy Mapping for Deeper Customer Understanding

Leave a reply

Empathy Mapping for Deeper Customer Understanding

GUEST POST from Chateau G Pato

In the ever-evolving landscape of customer-centric business, understanding your consumers is not just a competitive advantage; it’s a necessity. Customers are no longer satisfied with one-size-fits-all solutions. They demand personalized experiences and products that resonate with their needs and desires. How can companies achieve this level of understanding? Enter empathy mapping—a powerful technique that goes beyond traditional market research, offering profound insights into customer psychology and behavior.

What is Empathy Mapping?

Empathy mapping is a visual tool used by teams to gain a deeper understanding of their customers. At its core, it encourages organizations to step into the shoes of their clients, considering their thoughts, feelings, and experiences. The objective is to move beyond the quantitative data of market research and delve into qualitative insights that paint a rich, emotive picture of the customer. An empathy map is divided into sections, typically labeled:

Says: What the customer says in interviews or feedback.
Thinks: What the customer is thinking but may not vocalize.
Does: Actions the customer is observed to take.
Feels: The emotional state or attitudes of the customer.

Case Study 1: IDEO’s Approach with Ice Cream Innovation

When the renowned design firm IDEO was tasked with revolutionizing the ice cream eating experience, they turned to empathy mapping as a key component of their research process. IDEO conducted immersive interviews with ice cream consumers, using empathy maps to capture consumer experiences as they indulged in the sweet treat. Through this process, they discovered that consumers didn’t just care about flavor; they cared about the emotional experience surrounding ice cream eating, such as nostalgia and joy.

These findings allowed IDEO to ideate product concepts that enhanced these emotional experiences. They created solutions that focused on playful and nostalgic elements, ultimately driving a stronger emotional connection between the product and the consumer. IDEO’s success is a testament to how empathy mapping can reveal profound insights that lead to innovative solutions. To learn more about the role of emotion in innovation, consider reading our article on Building a Culture of Continuous Innovation.

Case Study 2: Airbnb’s Redemption Story

Airbnb’s journey to becoming a household name was fraught with challenges. Early on, the platform struggled to connect potential hosts with travelers, a gap that threatened its viability. Seeking a breakthrough, Airbnb’s team embraced empathy mapping. By actively engaging with both hosts and guests, they identified a critical disconnect: potential hosts were apprehensive about letting strangers into their homes, and guests were unsure about the consistency of experiences.

Armed with insights from empathy maps, Airbnb revamped its platform to foster trust. They introduced host profiles, reviews, and verification processes, addressing the underlying emotions of fear and uncertainty. This empathetic understanding catalyzed Airbnb’s growth, transforming it into a trusted platform for both hosts and guests. By prioritizing empathy, Airbnb didn’t just solve logistical issues; they built a community rooted in trust. For insights on fostering a culture of empathy within organizations, explore our piece on Importance and Ethos of Empathy in Business.

Implementing Empathy Mapping in Your Organization

To successfully implement empathy mapping, start by assembling a diverse team that includes stakeholders from different departments such as marketing, customer service, and product development. This diversity ensures a comprehensive perspective on customer experiences.

Here are some steps to get started:

Define Your Subject: Choose a customer persona or a segment you wish to explore.
Gather Data: Conduct interviews, surveys, and observations to collect qualitative data. Encourage open-ended responses to capture unvoiced emotions.
Create the Empathy Map: Use a whiteboard or digital tool to visually organize the data into the four quadrants: Says, Thinks, Does, and Feels.
Synthesize Insights: Analyze the empathy map to identify patterns, pain points, and opportunities.
Iterate and Innovate: Apply these insights to drive innovations, optimize customer experiences, and tailor marketing strategies.

Conclusion

Empathy mapping is more than a tool; it’s a mindset shift. It transforms how businesses interact with their customers, emphasizing a holistic and profound understanding of their needs and desires. By integrating empathy mapping into your organization’s toolbox, you’re setting the stage for not just satisfied customers, but loyal advocates. As industries grow more competitive and consumer expectations evolve, empathy isn’t just advisable—it’s imperative.

Ultimately, the power of empathy mapping lies in its ability to humanize data, fostering innovations that resonate on a deeply personal level. Let’s put ourselves in the shoes of our customers and design a future where everyone feels understood and valued.

Extra Extra: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

Image credit: Unsplash

Sign up here to get Human-Centered Change & Innovation Weekly delivered to your inbox every week.

Partnership Experience Audit 101

Leave a reply

Partnership Experience Audit 101

GUEST POST from Chateau G Pato

In the rapidly evolving marketplace of today, the ability to effectively manage and nurture partnerships is a competitive advantage that no company can afford to overlook. Conducting a Partnership Experience Audit every year is a crucial activity that ensures your collaboration dynamics align with your strategic business objectives. This audit not only strengthens existing relationships but also ensures your company is poised for success in attracting new partners.

Why is a Partner Experience Audit Important?

Think of a Partner Experience Audit as a diagnostic tool for your partnership strategies. It allows you to uncover relationship bottlenecks, enhance communication processes, and align mutual objectives. Conducting this audit annually guarantees that your engagements are not just surviving but thriving. Being proactive in understanding the needs and expectations of your partners empowers your growth strategy by cementing a resilient partnership ecosystem.

Key Activities in a Partner Experience Audit

Stakeholder Interviews: Conduct in-depth interviews with key stakeholders to gather insights on the strengths and weaknesses of the partnership.
Performance Analysis: Evaluate the past year’s performance metrics to assess alignment and execution against objectives.
Feedback Loops: Implement systematic feedback processes to continuously capture partner sentiment and address areas of concern.
Communication Review: Analyze communication channels and frequency to ensure transparency and efficiency.
Alignment Sessions: Facilitate strategic alignment sessions to ensure shared vision and goal synchronization.

Benefits of Conducting a Partner Experience Audit

Undertaking a Partner Experience Audit enhances collaboration, fosters innovation, and strengthens partnership value. These evaluations allow businesses to identify areas for improvement, offering insights into more effective decision-making and resource allocation. Moreover, they contribute to a culture of continuous improvement, crucial for long-term success.

How Companies Use Partner Experience Audits as a Competitive Advantage

Innovative companies like Apple and Microsoft have leveraged Partner Experience Audits to create seamless, beneficial infrastructures for their partners. For instance, Apple thoroughly assesses partner experiences to refine their supplier protocols and innovate collaboratively, maintaining high product standards and market leadership.

Microsoft, on the other hand, uses these audits to enhance partner ecosystems, supporting their mission to empower every organization. By ensuring frictionless interactions through their audits, Microsoft builds trust and reinforces its strategic partnerships, contributing to its reputation as a collaborative powerhouse.

Beyond these giants, consider any organization that wishes to harness the energy similar to that detailed in Change Management Strategy, where aligning change initiatives with partnership audits can further drive synergy and success.

Conclusion

Executing a thorough Partner Experience Audit yearly isn’t just an operational exercise; it’s a strategic necessity. As your company navigates the complexities of the modern business landscape, these audits will serve as the cornerstone for building robust, adaptive, and successful partnerships. Embrace this opportunity to fine-tune your partner relationships and set the stage for sustainable growth.

Bottom line: Futurology is not fortune telling. Futurists use a scientific approach to create their deliverables, but a methodology and tools like those in FutureHacking™ can empower anyone to engage in futurology themselves.

Image credit: Pexels

Sign up here to get Human-Centered Change & Innovation Weekly delivered to your inbox every week.

Creating Seamless Omnichannel Experiences

Leave a reply

Creating Seamless Omnichannel Experiences

GUEST POST from Chateau G Pato

The modern consumer demands a unified and personalized experience across all channels of interaction. Whether they’re shopping online, on a mobile app, or in-store, customers expect consistency, efficiency, and a connected narrative from brands. Achieving this seamless omnichannel experience requires not just technological integration but a fundamental shift in how businesses think about customer journeys.

Understanding Omnichannel Experience

A true omnichannel experience is much more than simply being present on multiple channels. It requires the integration of every communication and sales channel to reflect a unified and personalized journey for the customer. This involves harmonizing data, creating consistent brand messaging, and ensuring that customers can switch between channels effortlessly, with the assurance that the company recognizes them at every touchpoint.

Key Elements of a Seamless Omnichannel Experience

Unified Data: Implement solutions that can centralize customer data from all channels, allowing for a personalized approach in real-time.
Consistent Branding: Ensure your brand message, style, and tone are consistent across every channel.
Integrated Technology: Use platforms that allow for seamless transitions and communication between channels.
Customer-Centric Approach: Design experiences from the customer’s perspective for ease of use and satisfaction.

Case Study 1: Starbucks

Starbucks is a pioneer in delivering seamless omnichannel experiences. Through their mobile app, they have successfully integrated numerous channels to enrich customer interaction. Customers can order ahead on their app, earn and redeem loyalty points, review past orders, and pay for purchases—all within a unified ecosystem. This integration has not only enhanced customer satisfaction but also increased sales, as it supports customers in deciding when and how to make purchases.

Additionally, Starbucks ensures that their promotions, brand messages, and updates are consistent across all channels, from their app to in-store displays and advertisements. This consistency reinforces their brand identity and helps maintain a cohesive customer experience.

Case Study 2: Disney

Disney offers another exemplary omnichannel experience, notably through their parks and resorts. The company has designed its My Disney Experience app to act as a comprehensive planning and guide tool for visitors. Before their visit, customers can book tickets, make dining reservations, and plan their itinerary. On the day of the visit, the app transforms into a navigator, with features like wait-time updates, interactive maps, and mobile ordering.

The seamless experience extends to physical locations with the MagicBand technology, which serves as an entry ticket, room key, and payment method. By providing a blend of digital and in-store interactions that are flawlessly connected, Disney ensures that their customers can focus on experiences, not logistics.

Conclusion

The journey towards creating seamless omnichannel experiences involves embracing both technological integration and a commitment to customer-centric innovation. By studying leaders like Starbucks and Disney, organizations can glean valuable insights into designing a strategy that fulfills today’s customer expectations. Future-ready omnichannel experiences are essential for maintaining competitive edge and fostering long-lasting customer relationships.

Image credit: Unsplash

Sign up here to get Human-Centered Change & Innovation Weekly delivered to your inbox every week.

Innovative Tools for Enhancing User Research

Leave a reply

Innovative Tools for Enhancing User Research

GUEST POST from Art Inteligencia

In the fast-paced world of innovation, understanding the needs and behaviors of users has never been more crucial. As organizations strive to create products and services that truly resonate, effective user research becomes indispensable. Fortunately, a suite of innovative tools is now available to enhance the way we conduct user research. This article explores some of these tools and illustrates their impact through real-world case studies.

Innovative Tools for User Research

In the digital age, a plethora of user research tools has emerged, offering user researchers unprecedented insights into consumer behavior. Among these tools, augmented reality (AR) user testing, AI-driven sentiment analysis, and real-time collaboration platforms have gained prominence. These tools facilitate deeper understanding and engagement with users, often leading to breakthroughs in product and service design.

Case Studies

Case Study 1: XYZ Inc. Leverages Augmented Reality for User Testing

XYZ Inc., a tech company focused on smart home solutions, incorporated augmented reality (AR) into their user research strategy. By utilizing AR for user testing, they allowed participants to interact with virtual prototypes of their new home-automation system in a realistic environment. This approach not only reduced the costs associated with physical prototyping but also provided users with a more intuitive experience.

Through AR, XYZ Inc. gathered valuable feedback on user interactions with interfaces, uncovering usability issues that traditional methods would have overlooked. As a result, the company was able to refine its user experience design significantly before launching the product, leading to higher customer satisfaction and adoption rates.

Case Study 2: ABC Corp. Utilizes AI-driven Sentiment Analysis

ABC Corp., a financial services firm, implemented AI-driven sentiment analysis to interpret user feedback on their mobile banking app. By integrating AI algorithms that processed thousands of feedback entries, they were able to detect not only the content but also the emotional tone of user comments.

This tool provided insights that went beyond what conventional surveys and interviews could capture. ABC Corp. discovered specific pain points related to security and navigation and identified that sentiments were particularly negative among users aged 50 and above. Armed with this knowledge, they prioritized user-friendly designs and security enhancements tailored to meet the needs of this demographic, resulting in a significant uptick in positive user feedback and app engagement.

Conclusion

The integration of innovative tools in user research is transforming the landscape of user-centered design. As illustrated by the case studies of XYZ Inc. and ABC Corp., adopting new technologies such as AR user testing and AI-driven sentiment analysis can lead to profound insights and significantly enhance product design and user satisfaction. Embracing these tools not only strengthens the research process but also places organizations at the forefront of innovation, ultimately fostering a deeper connection with the end-users.

Image credit: Pixabay

Sign up here to get Human-Centered Change & Innovation Weekly delivered to your inbox every week.

The Impact of Customer Experience on Brand Loyalty

Leave a reply

GUEST POST from Chateau G Pato

In a world awash with choices and a never-ending stream of new brands vying for attention, the customer experience (CX) has emerged as the key differentiator that can significantly impact brand loyalty. From the immediacy of online interactions to the nuanced dynamics of in-store engagement, understanding and enhancing customer experience is crucial for building long-lasting relationships with customers. In this article, we’ll explore how brands leverage superior customer experiences to foster loyalty, illustrated through two compelling case studies.

Case Study 1: The Ritz-Carlton

The Ritz-Carlton stands as a benchmark in the hospitality industry when it comes to delivering exceptional customer experiences. At the heart of their service philosophy is a simple, yet powerful credo: “We are Ladies and Gentlemen serving Ladies and Gentlemen.” But it is not just a tagline; it’s a commitment to ensuring that every interaction is magical for their guests.

One of the keys to The Ritz-Carlton’s success in driving brand loyalty is their focus on personalizing guest experiences. Employees are empowered to spend up to $2,000 without management approval to resolve a guest issue, which demonstrates their commitment to ensuring customer satisfaction. For instance, there is a famous story of a Ritz-Carlton staff member noticing a child forgot their stuffed toy at the hotel. The staff not only returned the toy but also included some photos of the toy’s “extended vacation” to delight the child. Such efforts cultivate emotional connections and drive brand loyalty, making guests feel valued and appreciated.

Case Study 2: Amazon

Amazon has revolutionized the retail landscape with its relentless focus on the customer experience. From the very beginning, CEO Jeff Bezos established a culture that prioritized customer-centricity above all else, often at the expense of short-term profits.

A quintessential example of Amazon’s commitment to customer experience is their seamless and intuitive user interface, which makes shopping an effortless experience. The introduction of features like one-click purchasing and personalized recommendations has greatly enhanced the shopping experience, increasing convenience and satisfaction. But perhaps the most significant impact on brand loyalty comes from Amazon Prime. By offering benefits such as free shipping, exclusive discounts, and original content, Amazon has created a robust ecosystem that keeps customers engaged and loyal. As a result, Amazon Prime members spend significantly more annually than non-members, demonstrating the strong link between a superior customer experience and brand loyalty.

Conclusion

As the cases of The Ritz-Carlton and Amazon illustrate, brands that excel in customer experience often see a corresponding rise in customer loyalty. Whether it’s through personalized service or continuous innovation, companies that invest in understanding and enhancing their customer experience stand a better chance of maintaining their competitive advantage and nurturing lasting relationships with their customers. In an era where customer expectations are higher than ever, focusing on the customer experience isn’t just a business strategy; it’s a necessary commitment to sustain brand loyalty in the modern marketplace.

Image credit: Wikimedia Commons

Sign up here to get Human-Centered Change & Innovation Weekly delivered to your inbox every week.

Top 40 Innovation Bloggers of 2021

32 Replies

After a week of torrid voting and much passionate support, along with a lot of gut-wrenching consideration and jostling during the judging round, I am proud to announce your Top 40 Innovation Bloggers of 2021:

Janet Sernack
Janet Sernack is the Founder and CEO of ImagineNation™ which provides innovation consulting services to help organizations adapt, innovate and grow through disruption by challenging businesses to be, think and act differently to co-create a world where people matter & innovation is the norm.

Greg Satell
Greg Satell is a popular speaker and consultant. His first book, Mapping Innovation: A Playbook for Navigating a Disruptive Age, was selected as one of the best business books in 2017. Follow his blog at Digital Tonto or on Twitter @Digital Tonto.

Braden Kelley
Braden Kelley is a Human-Centered Experience, Innovation and Transformation consultant at HCL Technologies, a popular innovation speaker, workshop leader, and creator of the Human-Centered Change™ methodology. He is the author of Stoking Your Innovation Bonfire from John Wiley & Sons and Charting Change from Palgrave Macmillan. Follow him on Linkedin, Twitter, Facebook, or Instagram.
Jesse Nieminen
Jesse Nieminen is the Co-founder and Chairman at Viima, the best way to collect and develop ideas. Viima’s innovation management software is already loved by thousands of organizations all the way to the Global Fortune 500. He’s passionate about helping leaders drive innovation in their organizations and frequently writes on the topic, usually in Viima’s blog.

Robert B Tucker
Robert B. Tucker is the President of The Innovation Resource Consulting Group. He is a speaker, seminar leader and an expert in the management of innovation and assisting companies in accelerating ideas to market.

Rachel Audige
Rachel Audige is an Innovation Architect who helps organisations embed inventive thinking as well as a certified Systematic Inventive Thinking Facilitator, based in Melbourne.
Howard Tiersky
Howard Tiersky is an inspiring and passionate speaker, the Founder and CEO of FROM, The Digital Transformation Agency, innovation consultant, serial entrepreneur, and the Wall Street Journal bestselling author of Winning Digital Customers: The Antidote to Irrelevance. IDG named him one of the “10 Digital Transformation Influencers to Follow Today”, and Enterprise Management 360 named Howard “One of the Top 10 Digital Transformation Influencers That Will Change Your World.”

Paul Sloane
Paul Sloane writes, speaks and leads workshops on creativity, innovation and leadership. He is the author of The Innovative Leader and editor of A Guide to Open Innovation and Crowdsourcing, both published by Kogan-Page.

Pete Foley
A twenty-five year Procter & Gamble veteran, Pete has spent the last 8+ years applying insights from psychology and behavioral science to innovation, product design, and brand communication. He spent 17 years as a serial innovator, creating novel products, perfume delivery systems, cleaning technologies, devices and many other consumer-centric innovations, resulting in well over 100 granted or published patents. Find him at pete.mindmatters@gmail.com

Nicolas Bry
Nicolas is an International Innovation Executive, expert in corporate innovation programs, and innovation labs, designing place where good innovation thrives! He currently helps the 20 innovation managers of Orange Africa to develop their projects locally. In 2019 he wrote The Intrapreneurs’ Factory, a practical guide to leverage intrapreneurship for your company, and is the writer of the innovation blog RapidInnovation.fr.

Arlen Meyers
Arlen Meyers, MD, MBA is the President and CEO of the Society of Physician Entrepreneurs at www.sopenet.org

Linda Naiman
Linda Naiman helps executives and their teams develop creativity, innovation, and leadership capabilities, through coaching, training and consulting. She brings a multi-disciplinary approach to learning and development by leveraging arts-based practices to foster creativity at work, and design thinking as a strategy for innovation.
Anthony Mills
Anthony Mills is the Founder & CEO of Legacy Innovation Group (www.legacyinnova.com), a world-leading strategic innovation consulting firm working with organizations all over the world. Anthony is also the Executive Director of GInI – Global Innovation Institute (www.gini.org), the world’s foremost certification, accreditation, and membership organization in the field of innovation. Anthony has advised leaders from around the world on how to successfully drive long-term growth and resilience through new innovation. Learn more at www.anthonymills.com. Anthony can be reached directly at anthony@anthonymills.com.

John Bessant
John Bessant has been active in research, teaching, and consulting in technology and innovation management for over 25 years. Today, he is Chair in Innovation and Entrepreneurship, and Research Director, at Exeter University. In 2003, he was awarded a Fellowship with the Advanced Institute for Management Research and was also elected a Fellow of the British Academy of Management. He has acted as advisor to various national governments and international bodies including the United Nations, The World Bank, and the OECD. John has authored many books including Managing innovation and High Involvement Innovation (Wiley). Follow @johnbessant

Mike Shipulski
Mike Shipulski brings together people, culture, and tools to change engineering behavior. He writes daily on Twitter as @MikeShipulski and weekly on his blog Shipulski On Design.

Scott Anthony
Scott Anthony is a strategic advisor, writer and speaker on topics of growth and innovation. He has been based in Singapore since 2010, and currently serves at the Managing Director of Innosight’s Asia-Pacific operations.
Jeffrey Phillips
Jeffrey Phillips has over 15 years of experience leading innovation in Fortune 500 companies, federal government agencies and non-profits. He is experienced in innovation strategy, defining and implementing front end processes, tools and teams and leading innovation projects. He is the author of Relentless Innovation and OutManeuver. Jeffrey writes the popular Innovate on Purpose blog. Follow him @ovoinnovation

Phil McKinney
Phil McKinney is the Author of “Beyond The Obvious”, Host of the Killer Innovations Podcast and Syndicated Radio Show, a Keynote Speaker, President & CEO CableLabs and an Innovation Mentor and Coach.
Gijs van Wulfen
Gijs van Wulfen helps organizations to structure the chaotic start of innovation as author, speaker and facilitator. He is the founder of the FORTH innovation method and author of the innovation bestseller The Innovation Expedition. He was chosen by LinkedIn as one of their first 150 Influencers. Follow Gijs @gijsvanwulfen
Kate Hammer
Kate Hammer is a joint founder of KILN, working with large-scale companies in the USA and Australia to transform their internal innovation processes. Kate works as a business storyteller. In 2012, she created StoryFORMs to help others articulate their commercial & organisational stories. Kate offers workshops & 1:1 coaching.

Phil Buckley
Phil Buckley is an award-winning author and change management strategist with over 32 large-scale change initiatives, including co-leading global change management for the $19.6 billion Kraft Foods acquisition of Cadbury. He is the author of two books: Change on the Run and Change with Confidence. You can find Phil’s podcast and monthly newsletter at www.changewithconfidence.com.

Tamara Ghandour
Tamara Ghandour of GoToLaunchStreet is a TED speaker and entrepreneur. From building and running multimillion dollar businesses, advising Fortune 500 like Disney, Procter and Gamble and RICOH on fostering innovative ideas and people. Tamara’s life is about breaking through the status quo for game-changing results, and that’s what her keynotes, online programs and assessments can do for you.

Tom Koulopoulos
Tom Koulopoulos is the author of 10 books and founder of the Delphi Group, a 25-year-old Boston-based think tank and a past Inc. 500 company that focuses on innovation and the future of business. He tweets from @tkspeaks.

Michael Graber
Michael Graber is the cofounder and managing partner at Southern Growth Studio, a Memphis-based firm that specializes in growth strategy and innovation. A published poet and musician, Graber is the creative force that complements the analytical side of the house. He speaks and publishes frequently on best practices in design thinking, business strategy, and innovation and earned an MFA from the University of Memphis.

Yoram Solomon
Dr. Yoram Solomon is the author of The Book of Trust and 12 more books, a TEDx and keynote speaker, the founder of the Innovation Culture Institute, and an adjunct professor of entrepreneurship. You can follow him everywhere on @yoramsolomon.

Shilpi Kumar
Shilpi Kumar an inquisitive researcher, designer, strategist and an educator with over 15 years of experience, who truly believes that we can design a better world by understanding human behavior. I work with organizations to identify strategic opportunities and offer user-centric solutions.

Shawn Nason
Shawn Nason, founder and CEO of MOFI, lives his life with a commitment to make everyone he meets a part of his family. Armed with the gift of discernment, he has the uncanny ability to walk alongside people as they struggle to connect with their deepest passions and engage their most debilitating demons. He challenges the world around him to be fully present, get real, and knock down the barrier that separates the various compartments in their lives.
John Carter
John Carter has been a widely respected adviser to technology firms over his career. John is the author of Innovate Products Faster: Graphical Tools for Accelerating Product Development. As Founder and Principal of TCGen Inc., he has advised some of the most revered technology firms in the world.

Jeff Rubingh
Jeff Rubingh is a technology innovation expert, consultant and analyst. Focused on the intersection between technology and business, Jeff helps clients identify ground-breaking solutions that maximize ROI across existing and emerging technology disciplines.

Ludwig Melik
Ludwig Melik is CEO of Planbox, whose mission is to help organizations thrive by transforming the culture of agile work, continuous innovation, and creativity across the entire organization… Connect with him on LinkedIn or join the conversation by following Planbox on Facebook, Twitter, and LinkedIn.
Soren Kaplan
Soren Kaplan is the bestselling and award-winning author of Leapfrogging and The Invisible Advantage, an affiliated professor at USC’s Center for Effective Organizations, a former corporate executive, and a co-founder of UpBOARD. He has been recognized by the Thinkers50 as one of the world’s top keynote speakers and thought leaders in business strategy and innovation.

Shelly Greenway
Shelly Greenway is a front-end innovation strategist and partner at The Strategy Distillery – a brand innovation consultancy that specialises in opportunity hunting and proposition development. Their success rates are driven by their proprietary consumer co-creation IP. Follow @ChiefDistiller

Eric Eskey
Eric Eskey is a Managing Director at Strategyn, an innovation consultancy. Eric is in the business of creating the future. I aim to use the resources he has – his work, investments, voice, and imagination – to encourage innovation and defeat the hidden forces that resist it.
Mick Simonelli
Mick Simonelli is an innovator with 20+ years of implementing change and positive disruption at USAA. As a military veteran, he held transformation roles in numerous military organizations; and as a business executive, he purposely hired vets to help launch numerous innovations as the Chief Innovation Officer for a Fortune 500 company. Mick currently serves as an innovation consultant and can be found at www.micksimonelli.com Follow @MickSimonelli
Mitch Ditkoff
Mitch Ditkoff is the Co-Founder and President of Idea Champions and the author of “Awake at the Wheel”, as well as the very popular Heart of Innovation blog.
Peter Cook
Peter Cook leads Human Dynamics and The Academy of Rock, providing Keynotes, Organisational Development and Coaching. He is the author of seven books on business leadership. His three passions are science, business and music, having led innovation teams for 18 years to develop life-saving drugs including the first treatments for AIDS and the development of Human Insulin. Peter is Music and Business editor at Innovation Excellence. You can follow him on twitter @Academyofrock.
Mukesh Gupta
Mukesh Gupta is Director of Customer Advocacy, SAP India Private Limited. He also served as Executive Liaison for the SAP User group in India, and as a Global Lead in Sales & Business Development. He blogs, and shares podcasts and videos, on his site rmukeshgupta.com
Paul Hobcraft
Paul Hobcraft runs Agility Innovation, an advisory business that stimulates sound innovation practice, researches topics that relate to innovation for the future, as well as aligning innovation to organizations core capabilities. Follow @paul4innovating

Ralph Christian Ohr
Dr. Ralph-Christian Ohr has extensive experience in product/innovation management for international technology-based companies. His particular interest is targeted at the intersection of organizational and human innovation capabilities. You can follow him on Twitter @Ralph_Ohr.

Randy Pennington
Randy Pennington is an award-winning author, speaker, and leading authority for helping leaders deliver positive results in a world of uncertainty and change. To learn more or to engage Randy for your organization, visit www.penningtongroup.com, email info@penningtongroup.com, or call 972-980-9857 (U.S.).

If your favorite didn’t make the list, then next year try to rally more votes for them or convince them to increase the quality and quantity of their contributions.

Our lists from the ten previous years have been tremendously popular, including:

Top 40 Innovation Bloggers of 2015
Top 40 Innovation Bloggers of 2016
Top 40 Innovation Bloggers of 2017
Top 40 Innovation Bloggers of 2018
Top 40 Innovation Bloggers of 2019
Top 40 Innovation Bloggers of 2020

Download PDF versions of the Top 40 Innovation Bloggers of 2020 and 2021 lists here:

. . .

Happy New Year everyone!

Sign up here to get Human-Centered Change & Innovation Weekly delivered to your inbox every week.

Best Methods for Conducting Effective User Interviews

Leave a reply

Best Methods for Conducting Effective User Interviews

GUEST POST from Art Inteligencia

User interviews are a cornerstone of meaningful design and innovation. They offer a window into the lives, needs, and desires of users. Conducting effective user interviews can reveal valuable insights that drive product development and strategy. In this article, we’ll explore the best methods for conducting user interviews and examine two real-world case studies that highlight their impact.

Preparing for User Interviews

Successful user interviews start long before you sit down with participants. Preparation is crucial:

Define Your Goals: Clearly outline what you want to learn. This helps in shaping your questions and choosing the right participants.
Select Participants: Aim for a diverse set of users to gain a broad perspective. Ensure they represent your target audience.
Create a Guide: Develop an interview guide with open-ended questions. This framework should be flexible enough to allow conversation to flow naturally.
Set the Scene: Conduct interviews in a comfortable, distraction-free environment where participants feel relaxed and open.

Conducting the Interview

During the interview, building rapport and being an active listener are key:

Establish Trust: Start with light conversation to make participants comfortable, explaining how their input will be used.
Be an Active Listener: Give your full attention, and show empathy and curiosity about their experiences.
Encourage Storytelling: Ask participants to share specific stories that highlight their experiences and struggles.
Probe Deeper: Use follow-up questions to delve deeper into significant points raised by participants.

Analyzing Results

After conducting interviews, the next step is to analyze the data collected:

Transcribe and Organize: Convert recordings to text and organize responses to identify patterns.
Identify Themes: Look for recurring themes and insights that can inform your project.
Actionable Insights: Transform insights into actionable design criteria or business strategies.

Case Study 1: Redesigning a Fitness App

A well-known fitness app, seeking to improve user engagement, embarked on a project to redesign its interface. The team conducted a series of user interviews with existing and potential users. Through these interviews, they discovered that many users felt overwhelmed by the app’s complexity.

By asking users to walk through their experiences, the team unearthed a pervasive theme: users wanted clearer guidance and personalized workout plans. The insights gained from these interviews led to a more intuitive user interface and the introduction of a new feature that allowed users to easily customize their workout regimes. This resulted in a 25% increase in user engagement within the first three months of the redesign.

Case Study 2: Innovating a Healthcare Solution

A startup focusing on home healthcare sought to understand how to better meet the needs of elderly patients. They conducted user interviews with both patients and caregivers. A prominent insight was the patients’ need for more personalized and human interaction, as opposed to purely digital solutions.

Through empathetic listening and careful questioning, the team learned that elderly patients valued personal relationships, including having consistent caregivers. This finding led to the development of a hybrid digital/physical interaction model that paired patients with a dedicated care manager who coordinated their digital healthcare tools and in-person visits. This approach not only improved patient satisfaction but also enhanced care outcomes and reduced hospital readmission rates.

Conclusion

Utilizing the right methods in conducting user interviews can profoundly impact product design and business strategies. By preparing thoroughly, engaging genuinely, and analyzing insights carefully, organizations can uncover hidden needs and innovate effectively. The case studies illustrate just how powerful user interviews can be in driving change that truly resonates with users.

I hope you’ve enjoyed this article about conducting effective user interviews, including preparation, execution, and analysis processes, complemented by two case studies showcasing real-world applications and impacts.

Image credit: Pexels

Sign up here to get Human-Centered Change & Innovation Weekly delivered to your inbox every week.