Category Archives: marketing

The Future of Retail

E-commerce and Digital Transformation

The Future of Retail: E-commerce and Digital Transformation
GUEST POST from Art Inteligencia

The retail industry stands at a precipice of transformation. E-commerce is no longer just an option; it has become a linchpin in retail strategy, offering new avenues for growth and customer engagement. The rapid adoption of digital technologies is shaping the future of retail, driving innovation in customer experiences, supply chain management, and more. In this article, we will delve into the dynamics of e-commerce and digital transformation, supported by two case studies that exemplify these changes.

The Drivers of Digital Transformation in Retail

Several factors are driving digital transformation within the retail industry:

Consumer Expectations: Modern consumers demand seamless, personalized shopping experiences, both online and offline. To meet these expectations, retailers are leveraging data analytics, artificial intelligence, and immersive technologies.
Technological Advancements: The advent of new technologies such as the Internet of Things (IoT), augmented reality (AR), and blockchain is changing how retailers operate and engage with customers.
Competitive Pressure: With e-commerce giants setting high standards for customer experience and operational efficiency, traditional retailers must digitize to remain competitive.
Pandemic Acceleration: The COVID-19 pandemic has acted as a catalyst for digital transformation, pushing retailers to innovate rapidly to survive and meet the heightened demand for online shopping.

Case Study 1: Amazon – The E-commerce Behemoth

Amazon’s journey from an online bookstore to becoming a global e-commerce platform provides invaluable lessons in digital transformation.

Innovative Technologies

Amazon utilizes a plethora of cutting-edge technologies to maintain its competitive edge:

Artificial Intelligence and Machine Learning: Amazon’s recommendation engine is a profound example of how AI can drive sales by providing personalized shopping experiences.
Logistics and Automation: Through advanced robotics and automated warehouses, Amazon ensures efficient inventory management and fast delivery.
Voice Commerce: With Alexa, Amazon has ventured into voice-enabled shopping, simplifying the buying process for its customers.

Customer-Centric Approach

Amazon’s “customer obsession” principle ensures that their strategies are always aligned with customer needs and preferences.

Case Study 2: Walmart – From Brick-and-Mortar to Omni-channel Retailing

Walmart exemplifies the successful digital transformation of a traditional retailer. Balancing physical stores with a robust online presence, Walmart has effectively embraced omni-channel retailing.

Digital Innovations

Several initiatives highlight Walmart’s digital transformation:

Walmart App: The app enhances the customer shopping experience by offering mobile payment options, digital shopping lists, and personalized recommendations.
Pick-up and Delivery Services: Walmart’s investment in pick-up and delivery options caters to the evolving shopping habits of customers who prefer convenience and minimal contact.
Blockchain for Supply Chain Transparency: Walmart uses blockchain technology to enhance the traceability and reliability of its supply chain.

Focus on Data Analytics

Walmart leverages data analytics to optimize inventory, improve product offerings, and enhance customer service. Insights drawn from data help Walmart stay ahead in a highly competitive market.

The Road Ahead

The future of retail is undoubtedly digital. Retailers need to invest in technology to meet evolving consumer expectations and stand out in a crowded market. Key areas where retailers should focus include:

Personalization: Leveraging data to deliver personalized experiences will be crucial in winning customer loyalty.
Technology Integration: Seamless integration of online and offline channels will define a consistent customer journey.
Sustainability: As consumers become more eco-conscious, sustainable practices enabled by technology will become a competitive advantage.
Innovation: Continual innovation in areas like AI, AR, and blockchain will drive the next wave of transformation in retail.

Conclusion

The retail landscape is rapidly evolving, driven by technological advancements and shifting consumer behaviors. Retailers who embrace digital transformation and innovative strategies will thrive in this new era. From Amazon’s strategic use of AI to Walmart’s omni-channel approach, the examples are abundant. As we move forward, the intersection of e-commerce and digital transformation will continue to reshape the future of retail.

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: Pixabay

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Psychology of Brand Loyalty and Its Implications for Innovation

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GUEST POST from Art Inteligencia

In today’s competitive business landscape, building and maintaining brand loyalty is more crucial than ever before. For organizations, understanding the psychology behind why consumers remain loyal to certain brands can provide valuable insights for driving innovation and staying ahead of the curve. This article explores the psychology of brand loyalty, shedding light on its deeper aspects and showcasing two compelling case studies that highlight the implications for innovation.

1. The Emotional Connection:

One crucial factor that drives brand loyalty is the emotional connection consumers develop with a brand. People often choose and remain loyal to brands that align with their values, beliefs, and personal identity. Companies that successfully tap into this psychological aspect connect with their customers on a deeper level.

Case Study 1: Apple Inc.

Apple’s success can be largely attributed to the emotional connection it has forged with its user base. By creating a brand identity centered around innovation, creativity, and a user-friendly experience, Apple has cultivated a tribe of dedicated followers known as “Apple enthusiasts.” These individuals exhibit strong brand loyalty, continuously investing in Apple’s products, and actively advocating for the brand.

Implication for Innovation:

Understanding the emotional connection customers seek, Apple continues to innovate by continually pushing the boundaries of design, aesthetics, and technology. Whether it’s the introduction of new product lines or enhancing the user experience, Apple’s unwavering commitment to maintaining its brand loyalty has driven its innovation strategies.

2. Creating a Sense of Community:

Brand loyalty can also stem from consumers’ innate desire for social connection. When individuals connect with a brand that fosters a strong sense of community, their loyalty intensifies. Such communities can create a shared identity, fostering a space where consumers feel understood, valued, and engaged.

Case Study 2: Peloton Interactive Inc.

Peloton’s rise in popularity showcases the power of creating a community-driven brand. Through its connected fitness platform, Peloton has brought people together, providing an interactive fitness experience from the comfort of their homes. Users engage in real-time classes, share achievements and milestones, and develop connections with instructors and fellow riders.

Implication for Innovation:

Recognizing the importance of a community-centric approach, Peloton constantly innovates to enhance the sense of connection among its users. By introducing features like group rides, leaderboards, and social challenges, Peloton drives brand loyalty through virtual camaraderie and shared goals.

The Synergy of Brand Loyalty and Innovation:

Brand loyalty and innovation are mutually reinforcing. Innovation contributes to brand loyalty by delivering superior products, services, and experiences that exceed customer expectations. In turn, brand loyalty provides organizations with the platform and customer base necessary to take risks and innovate further.

Conclusion

Understanding the psychology behind brand loyalty allows organizations to forge meaningful connections, create a strong sense of community, and drive innovation. By delving into emotional connections and fostering communities, brands can cultivate loyal customer bases that not only stay committed but also provide valuable feedback and act as brand advocates. As human-centered design professionals, comprehending the psychology of brand loyalty equips us to fuel innovation and stay ahead in a dynamic and competitive marketplace.

Image credit: misterinnovation.com

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Don’t Forget Branding as You Look for Business Growth

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Don't Forget Branding as You Look for Business Growth

People underestimate the importance of brand as they look to grow their business beyond their initial set of successful products and services. But, if you grow your business beyond your brand you’re doomed to fail.

Few of us have the luxury of being branding experts. Many of us can’t afford to engage an expensive branding agency to conduct a brand study.

Most small business owners are busy with the day-to-day operations of their business. The money they do have to spend on sales and marketing, they tend to invest in demand generation. This is a very logical choice as every business must maximize its revenue and minimize expenses to keep the lights on. But, if your business has been successful and has grown, you may find yourself in a slightly different situation.

Many companies that succeed and grow reach a point where that growth begins to taper off. It is often at this point where entrepreneurs begin to think about adding new products or services in new areas beyond their initial focus. If you choose to ignore the role of your brand at this point, you do so at your own peril.

A brand is more than the name of your business, your products, or your logo. If you have done a good job running your business, delivering your products and services, and the experiences around them, then your brand will stand for something – and might be worth something (brand equity). But what your brand stands for, your brand identity, is something that ultimately you do not control.

Yes, you can invest in brand positioning to shape your brand identity, but ultimately your customers (and non-customers) determine what your brand stands for. This fact is important as you look to expand your business into new areas you’re not currently in, to sell new products and services you don’t currently sell. The brand you have built up to this point will either be an asset or a liability as you look to grow into these new areas.

Your business exists because customers give it permission to exist. It can only grow into areas that prospective customers give it permission to grow into. If Taco Bell decides to enter the healthcare business, would you find them credible? Would you trust them to diagnose and treat you?

There must be an overlap between the directions you want to grow your business and the directions that prospective customers trust you to grow your business. If your new products and services don’t lie within the mental circle of trust that exists in the collective minds of your prospective customers, you will struggle.

Notice the focus on ‘prospective customers’ as I speak about your growth areas. This is because as you grow into new areas, your circle of trust may intersect with new people who are aware of your brand that are not currently your customers. Yes, your brand means something, even to those people who are NOT your customers.

You must mind your brand positioning and brand permissions not just with customers for your current products and services, but also with the most likely customers of the new products and services you’re hoping will provide the future growth of your business.

So, how do you find out what your brand stands for and what areas you can credibly extend into?

Unfortunately, there is no way to find this out without making an investment into interviewing people. Here are some options:

Pay a branding or market research agency to do this for you
Pay someone who works at one of these agencies to conduct these interviews for you as a side hustle through a gig worker exchange like fiverr
Create a short & sharp list of 2-3 questions to ask a handful of customers that quickly get to the heart of what your brand stands for and whether they view you as credible in the new area you’re considering
Use this same list of questions to quickly ask customers of businesses you view as potential competitors in the growth areas you’re looking to enter
Pay some of your customers, that you have a good relationship with and will give you the time and honest feedback, to spend more time understanding why they do business with you now and what other kinds of products & services they would trust you to provide

Whether you lack money or courage, there are options above to overcome either limitation. If you lack both, then see my previous article on what I’ve learned from becoming an accidental entrepreneur.

For the rest of you, I hope that you will heed the warnings of this article, find the suggestions useful, incorporate them as you consider potential areas to grow your business into, and select those products and services to invest in where you have both credibility and ability to execute with excellence.

Keep innovating!

This article originally appeared on Entrepreneur.com

Image credit: Pixabay

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The Impact of Customer Service on Brand Loyalty

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GUEST POST from Chateau G Pato

In today’s hyper-competitive market, customer service is no longer just a support function; it is a critical component of brand strategy. Exceptional customer service can transform customers into loyal advocates, while poor service can drive them straight into the arms of competitors. In this article, we will explore the profound impact of customer service on brand loyalty through two compelling case studies.

The Importance of Customer Service

Customer service is the front-line of any business. It is where the brand meets the customer, and first impressions are often lasting. Here are some key reasons why customer service is crucial for brand loyalty:

Customer Retention: Satisfied customers are more likely to return and make repeat purchases.
Word of Mouth: Happy customers are more likely to recommend your brand to others.
Brand Differentiation: Exceptional service can set your brand apart from competitors.
Customer Feedback: Direct interactions provide valuable insights for continuous improvement.

Case Study 1: Zappos – The Gold Standard of Customer Service

Zappos, an online shoe and clothing retailer, has built its brand around exceptional customer service. Their approach is simple yet effective: prioritize the customer above all else.

Key Strategies

24/7 Customer Support: Zappos offers round-the-clock customer service, ensuring that help is always available.
Free Shipping and Returns: They provide free shipping both ways, making the shopping experience risk-free.
Empowered Employees: Customer service representatives are empowered to make decisions that benefit the customer, without needing managerial approval.
Customer-Centric Culture: Zappos has ingrained a customer-first mentality into its corporate culture, from top to bottom.

Results

High Customer Satisfaction: Zappos consistently ranks high in customer satisfaction surveys.
Increased Brand Loyalty: Their customer-first approach has resulted in a loyal customer base that frequently makes repeat purchases.
Positive Word of Mouth: Zappos’ exceptional service has led to widespread positive word of mouth, further enhancing their brand reputation.

Case Study 2: Apple – Creating a Seamless Customer Experience

Apple is another brand that has mastered the art of customer service. Their approach focuses on creating a seamless and integrated customer experience across all touch-points.

Key Strategies

Genius Bar: Apple Stores feature the Genius Bar, where customers can get personalized technical support and advice.
Integrated Ecosystem: Apple products are designed to work seamlessly together, enhancing the overall user experience.
Customer Education: Apple offers workshops and tutorials to help customers get the most out of their products.
Proactive Support: AppleCare provides proactive support, including regular check-ins and updates.

Results

High Customer Satisfaction: Apple consistently receives high marks for customer satisfaction.
Brand Loyalty: Apple’s focus on customer experience has resulted in one of the most loyal customer bases in the tech industry.
Increased Sales: Loyal customers are more likely to purchase additional Apple products, contributing to the company’s robust sales growth.

Conclusion

Customer service is not just a department; it is a philosophy that should permeate every aspect of a business. Brands like Zappos and Apple have demonstrated that exceptional customer service can lead to high customer satisfaction, increased brand loyalty, and ultimately, greater business success. By prioritizing the customer and creating a seamless, positive experience, brands can build lasting relationships that stand the test of time.

In a world where customers have more choices than ever, exceptional customer service is the key to standing out and building a loyal customer base. Invest in your customer service, and the returns will be immeasurable.

SPECIAL BONUS: The very best change planners use a visual, collaborative approach to create their deliverables. A methodology and tools like those in Change Planning Toolkit™ can empower anyone to become great change planners themselves.

Image credit: Pexels

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Crazy New Products – Real and Imagined

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Krispy Kreme Smartfood MayOreo Lay's Chicken Waffles Pop Tart Bud Light

Above are three crazy new product photos – two real, two imagined.

Can you guess which is which?

I’ve written before about flavor proliferation but every day it seems as if food companies keep increasing variety even as the number of choices on our shelves are already at ridiculous levels. Does the world really need Oreo mayonnaise? Or Krispy Kreme Smartfood popcorn? Or Bud Light Pop Tarts?

I’m not so sure.

But what is a reality is that in today’s world it has never been easier to do quick and dirty market research to find out whether or not there is demand for a potential new product or service without building it at scale. A photo ready prototype or even a mock up is often enough to throw up a web site, run some banner advertisements and see how many people are willing to click and pay real money, at least to request information, about your new product or service.

To the entrepreneurs out there without a marketing department or a fancy marketing agency – don’t waste your money, leverage these techniques to gauge the market of something you’re considering launching, to fine tune pricing, etc.

So, which of these products are the real ones and which are the fakes?

Well…

Bud Light Pop Tarts — Fake
Krispy Kreme Smartfood — Real
Mayoreo — Fake
Lay’s Chicken & Waffles — Real

I know the Krispy Kreme Smartfood and Lay’s Chicken & Waffles are real because I’ve seen them in my local grocery store and I was more than a little surprised – especially given the brand positioning efforts of Frito Lay for Smartfood over the past several years. But, I guess things change – not always for the better.

Keep innovating!

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The Power of Social Proof

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How Consumer Behavior Influences Innovation Success

GUEST POST from Art Inteligencia

In today’s competitive marketplace, successful innovation is crucial for businesses to thrive and survive. However, understanding consumer behavior and leveraging social proof can significantly influence the success of these innovative endeavors. In this thought leadership article, we explore the concept of social proof and its impact on innovation success through two compelling case studies.

Case Study 1: Airbnb and the Power of Peer Recommendations:

In the past decade, the emergence of the sharing economy has disrupted traditional industries, particularly the hospitality sector. Airbnb, as a prime example, revolutionized the way people find accommodations by capitalizing on the power of social proof.

By allowing hosts and guests to leave reviews and ratings, Airbnb created a robust system of peer recommendations. This social proof effectively influenced potential customers’ decisions, leading to increased reservations and higher customer satisfaction rates. The number of positive reviews and the overall rating of properties became a key factor in the success or failure of hosts within the platform.

Airbnb’s innovative business model showcased the power of leveraging social proof to drive innovation success. By tapping into the collective wisdom of its users, Airbnb created a community-driven platform that thrived due to the trust established through social recommendations.

Case Study 2: Tesla and Consumer Influence on Electric Vehicles:

The success of electric vehicles (EVs) is another fascinating example of how consumer behavior and social proof contribute to innovation success. Tesla Motors, under the leadership of Elon Musk, pioneered the mass-market adoption of EVs and disrupted the automotive industry’s status quo.

One of the key factors behind Tesla’s success was its ability to tap into social proof to mitigate common consumer concerns about EVs. By producing high-quality vehicles with exceptional performance and range, Tesla created an aspirational brand that symbolized success, innovation, and environmentally-friendly choices.

Moreover, Tesla’s decision to build a network of Supercharger stations worldwide addressed charging infrastructure worries, a crucial aspect of EV adoption. This strategy provided consumers with tangible proof that electric vehicles were a reliable and practical transportation option.

Tesla’s innovative approach not only increased mainstream acceptance of EVs but also encouraged other automakers to invest in electric vehicle technologies. Consumer demand and social proof played a pivotal role in driving innovation within the automotive industry.

Conclusion

The power of social proof, as demonstrated through the case studies of Airbnb and Tesla, cannot be underestimated when it comes to innovation success. By understanding consumer behavior and influencing their choices through peer recommendations, businesses can gain a competitive edge and create new markets.

In today’s interconnected digital landscape, social proof plays a vital role in shaping consumer decision-making. Capitalizing on this power can help businesses drive innovation, boost customer trust, and achieve sustainable growth.

The lessons learned from Airbnb and Tesla reaffirm that by prioritizing social proof and incorporating consumer insights into the innovation process, organizations can create products and services that meet real consumer needs. As we move forward, businesses that can effectively harness the influence of consumer behavior and social proof will position themselves for long-term success in an ever-evolving marketplace.

Bottom line: Understanding trends is not quite the same thing as understanding the future, but trends are a component of futurology. Trend hunters use a formal approach to achieve their outcomes, but a methodology and tools like those in FutureHacking™ can empower anyone to be their own futurist and trend hunter.

Image credit: Unsplash

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Building Cumulative Advantage

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Exclusive Mark Schaefer Interview Excerpt from CustomerThink.com

Mark W Schaefer Cumulative Advantage as a concept builds unstoppable momentum for your ideas and your business — even when the odds seem stacked against you. The book shows how initial advantages, seams of opportunity, sonic booms, and the lift from mentors can impact your world in powerful and permanent ways. It’s designed to be a practical source of inspiration for the entrepreneur, business leader, and every person with a dream that’s ready to take flight. The Cumulative Advantage concept focuses on:

How the initial advantage that drives momentum comes from everyday ideas.
The inside secrets of creating vast awareness for your projects.
How to nurture powerful connections that lead to break-through opportunities.
Why momentum is driven by the speed, time, and space of a “seam.”
How the “certainty of business uncertainty” can be used to your advantage.

I had the opportunity recently to interview Mark Schaefer, a globally-acclaimed author, keynote speaker, and marketing consultant. He is a faculty member of Rutgers University and one of the top business bloggers and podcasters in the world. Mark is the executive director of Schaefer Marketing Solutions, Chief Executive Officer of B Squared Media and on the advisory board of several startups. He has been a contributor to Harvard Business Review and Entrepreneur magazine.

His latest book is Cumulative Advantage: How to Build Momentum for Your Ideas, Business and Life Against All Odds.

Below is the text of the interview:

1. Is success random?

Yes and no.

Momentum in life begins with some initial advantage. That is almost always random and unearned. It could be inherited wealth, a special, early educational opportunity, or being in the right place at the right time. Even being born into a free country and living in a stable household with two parents can be an advantage.

Frans Johansson wrote an entire book about this phenomenon called “The Click Moment.” I can point to a random conversation with my boss in 1992 that led to this book!

However, just having an idea or an advantage is not enough. You must pursue the idea and apply it to something changing in the world to create an opportunity. Randomness is likely to get the ball rolling, but hard work and smarts still make a difference when it comes to success.

2. Why is creating a cumulative advantage important?

There are many reasons to understand the patterns of momentum but for me, it’s the fact that it’s just so hard to stand out today. Even if you’re doing your best work, you can be buried because the level of competition and content out there is so great. How can a person or a business be heard? How can they be found?

For the past 10 years, most of my career has been devoted to this idea of becoming the signal instead of the noise. It’s never been harder for a business to be seen and heard and I think understanding how we can apply momentum to our lives is a big idea to help solve this problem.

3. Can anyone create cumulative advantage for their business or ideas?

This is going to sound weird, but honestly, no. This haunted me as I wrote the book. I realized that every business book and every self-help book is inherently elitist. The author assumes a person has the money to buy the book, the time to read it, and the resources to act on it.

But there is a big part of society that is being pulled under by Cumulative Disadvantage. It’s a cosmically complex topic that I address, in part, at the end of the book. I wanted to write a book that could help everyone, I don’t think anybody can, really.

But let’s put it this way — if you have the resources to buy the book and read it, then yes, you can probably build momentum!

4. What kinds of initial advantages might the average person have?

It can be anything really that leads to some momentum in later life. I already mentioned this idea about just living in a safe home as an advantage. Children adopted out of poverty had a substantial gain in IQ just from being in a safe environment.

Research has shown that early reading skills can lead to an advantage in education. Early athletic coaching can lead to longer and more profitable professional careers (just ask Tiger Woods or Serena Williams!). It can be a special ability, a personality trait, or even a stroke of luck along the way.

5. We are all surfing the crest of a wave that started long ago. Advantage builds on advantage. Why is curiosity so important?

I once had the opportunity to meet Walter Isaacson, the biographer of Steve Jobs, Leonardo DeVinci and Benjamin Franklin. I asked him what made a genius. He said endless curiosity and an ability to see patterns.

The world is filled with millions of ideas. An idea is worth nothing without the pursuit of curiosity, That is the beginning of momentum.

Click to read the rest of the interview on CustomerThink.com

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Innovative Ways to Gather Customer Feedback

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GUEST POST from Chateau G Pato

In a competitive marketplace, understanding the voice of the customer is crucial for innovation and sustained business growth. Traditional methods of gathering customer feedback, such as surveys and focus groups, often fall short in capturing the nuanced and spontaneous nature of customer experiences. In this article, we explore innovative ways to gather customer feedback and illustrate their effectiveness through two compelling case studies.

Leveraging Social Media Listening

Social media offers a vast river of unsolicited, real-time customer feedback. Companies can tap into this stream to discern customer sentiments, identify emergent trends, and detect potential issues before they escalate.

Case Study 1: Starbucks

Starbucks, a global coffeehouse chain, harnesses the power of social media listening tools to refine its customer experience. By monitoring platforms like Twitter, Facebook, and Instagram, Starbucks captures real-time reactions to its products, services, and marketing campaigns.

For instance, Starbucks introduced the Unicorn Frappuccino, a limited-edition beverage, that took social media by storm. The Starbucks team monitored hashtags, comments, and reviews, quickly identifying common themes and sentiments. Customers loved the drink’s vibrant appearance but there was mixed feedback on its taste. With this information, Starbucks promptly engaged with their audience, adjusting their messaging to emphasize the drink’s adventurous and whimsical nature rather than its flavor profile.

The insights gleaned from social media listening not only helped Starbucks understand customer preferences but also enabled the company to engage with customers directly, showing appreciation for their feedback and fostering a sense of community.

Utilizing AI Chatbots for Interactive Feedback

AI-driven chatbots are another innovative way to gather customer feedback. These intelligent agents can engage customers in natural, conversational dialogue, collecting detailed and context-rich feedback without the constraints of formal surveys.

Case Study 2: Amtrak

Amtrak, America’s national rail operator, implemented an AI-powered chatbot named “Julie” to enhance the travel experience and gather valuable customer insights. Julie assists passengers with ticket bookings, schedule inquiries, and travel disruptions. Beyond these functions, Julie is programmed to ask customers about their travel experience upon completion of their interaction.

For example, if a passenger inquires about train delays, Julie might follow up with questions about the overall travel experience, such as the comfort of seating, cleanliness of the train, and the quality of customer service. This conversational approach allows Amtrak to capture specific, actionable feedback in real time.

Furthermore, Julie’s AI capabilities enable her to analyze the sentiment behind the responses, flagging particularly negative or positive interactions for further review by human agents. This dual-layer feedback mechanism ensures that critical issues are swiftly addressed while also recognizing aspects of the service that delight customers.

The implementation of Julie has provided Amtrak with a continuous stream of high-quality feedback, allowing the company to make informed decisions about service improvements and operational adjustments.

The Role of Gamification in Feedback Collection

Gamification, the application of game-design elements in non-gaming contexts, offers a dynamic way to engage customers in the feedback process. By making feedback collection an enjoyable and rewarding experience, companies can significantly increase participation rates and the quality of the insights gathered.

Case Study 3: Duolingo

Duolingo, the language-learning app, uses gamification to motivate users to share their learning experiences and provide feedback. The app incorporates points, badges, and leaderboards to encourage regular usage. Periodically, Duolingo invites users to complete short, in-app surveys or participate in feedback challenges to earn additional rewards.

These gamified feedback mechanisms not only enhance user engagement but also provide Duolingo with a steady stream of user insights. For instance, when Duolingo launched a new feature, the company implemented a feedback challenge where users could earn special badges by completing targeted feedback tasks related to the feature. The responses helped Duolingo understand the feature’s impact, identify any usability issues, and gauge overall satisfaction.

By turning feedback into a game, Duolingo ensures that users are more willing to participate and more honest in their responses, resulting in richer and more reliable data.

Conclusion

In an era where customer preferences and expectations are constantly evolving, it is paramount for businesses to innovate in their approach to gathering feedback. Methods like social media listening, AI chatbots, and gamification provide richer, more immediate insights than traditional approaches.

The success stories of Starbucks, Amtrak, and Duolingo underscore the power of these innovative techniques. By meeting customers where they are and transforming the feedback process into a value-added interaction, companies can foster stronger relationships with their customers, drive meaningful improvements, and maintain a competitive edge.

Finally, innovation should permeate every aspect of a business, including how we listen to and learn from our customers. By embracing new technologies and creative strategies, businesses can unlock deeper customer insights and pave the path for continuous improvement and success.

Image credit: Pixabay

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Zoom Tutorial – Amazing New PowerPoint Background Feature

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EPISODE SIX – Ask the Consultant

Today in EPISODE SIX of Ask the Consultant, host Braden Kelley shows you how to take advantage of an amazing new Zoom feature that lets you easily create compelling videos with PowerPoint slides over your shoulder in the background.

This is a way better method of presenting slides than having your camera on and sharing your screen.

This video is itself an example of what you can do with this new Zoom feature (currently in BETA) and inside I’ll show you step by step how to do it.

This zoom tutorial will help all of the following people be more efficient and effective:

educators
keynote speakers
consultants
authors
entrepreneurs

It shows how to simply do what previously took third-party apps like mmhmm or post-production video editing knowledge and lots of time to achieve. It’s so easy that I can finally get around to recording Change Planning Toolkit™ eLearning and certification programs.

So, stay tuned!

Surprise people the next time you present on Zoom or record more compelling instructional videos and e-Learning to power your business or engage your students.

Now would be a great time to hire me to do a virtual keynote for your organization to empower your employees with greater knowledge and capabilities around innovation, change, transformation or design thinking.

Quick Reminder of Steps to Create Over the Shoulder Slides in Zoom

PART ONE:

Create a new PowerPoint (13.33” x 7.5” works well)
Choose a Background for your Zoom slides
Fill default wide-screen format of all slides
Copy slide from source presentation and paste it as an image onto one of your new background slides
Resize pasted slide image to be 9.5” wide
Position slide image upper right with ¼” border
Repeat

PART TWO:

Open Zoom
Start a Meeting
Click the Start Video icon (ALT + V)
Click the Screen Sharing icon (ALT + S)
Click the Advanced tab
Click on ‘PowerPoint as Virtual Background’
Select Your PowerPoint to import as a background

Help Shape the Next ‘Ask the Consultant’ Episode

Contact me with your question for the next video episode of “Ask the Consultant” live from my innovation studio

Grab a great deal on Stoking Your Innovation Bonfire on Amazon while they last!

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Below are the previous episodes of ‘Ask the Consultant’:

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An Innovation Evangelist Can Increase Your Reputation and Innovation Velocity

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Chief Evangelist Braden Kelley

by Braden Kelley

Building upon my popular article Rise of the Evangelist, I wanted to create an article for the global innovation community focused specifically on the importance of the innovation evangelist role.

In my previous article I defined five different types of evangelists that organizations may already have, or may want to hire, including:

Chief Evangelist
Brand Evangelists
Product Evangelists
Service Evangelists
Innovation Evangelists

This specialization occurs when the evangelism an organization needs become too big for one evangelist to handle. At that point, a Chief Evangelist creates the evangelism strategy and manages the execution across the team of brand, innovation, and other evangelism focus areas.

When should an organization focus on innovation evangelism?

To continue to exist as a business, every organization should build an infrastructure for continuous innovation, but many don’t. If you’re not sure what this looks like, here is my Infinite Innovation Infrastructure (which leverages the Nine Innovation Roles):

Infinite Innovation Infrastructure

For those organizations investing in innovation, it is crucial to also invest in innovation evangelism when:

Innovation is part of the company’s strategy
Innovation is central to competitive differentiation
The company wants to share their innovation stories
The company wants to partner with customers to innovate
The company wants to partner with suppliers to innovate
The company wants to engage experts in innovation
The company wants to engage the general public in innovation

You’ll notice many of these points hint at the need for an external talent strategy, and Innovation Evangelism must play a key role. Because of this, I encourage you to download and consult the success guide I created for Innocentive on Harnessing the Global Talent Pool to Accelerate Innovation which focuses on the elements and importance of external talent in any company’s innovation efforts.

Bill Joy, a co-Founder of Sun Microsystems, once famously said:

“There are always more smart people outside your company than within it.”

Any external talent strategy must accumulate energy and then unleash it in a focused direction. And part of the way to do that is by establishing a common language of innovation. The process begins by defining what innovation means to your organization. Consider looking at this as the WHO – WHAT – WHEN – WHERE – WHY – HOW of innovation:

WHO is to be involved in your innovation efforts?
WHAT does innovation mean to you? WHAT types of innovation are you focused on?
WHEN will you be looking for innovation input?
WHERE can people go to find out more? WHERE do they go to contribute?
WHY should people want to participate?
HOW can they participate?

Continue reading this article on InnovationManagement.se

… where we will answer these questions and more:

Should innovation evangelism be a role or a job?
What does an innovation evangelist do?
What makes a good innovation evangelist?

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