Customer Engagement Checkup

Type of record:
  • Strategy method
  • Micro method
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Ideal innovation phases for this method:
  1. Innovation Phase
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  3. 2
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The Customer Engagement Checkup is a tool and part of the "Ten Types Of Innovation" macro method (also described here). The tenth of the "Ten Types Of Innovation" describes innovations that reflect an understanding of the deep desires of customers and use this to create meaningful connections between

consumers and the manufacturing company.

Great customer engagement innovations provide easy access to voyages of discovery in the cosmos of the company's product range and help customers make certain areas of life unforgettable or fulfilling.

We are increasingly observing such innovations in the social media sector. Companies are moving away from a one-sided flow of information from them towards customers. More organic, reciprocal and authentic interaction is sought.

We see companies that offer an elegant ease for otherwise complex areas, so that they become trustworthy partners in processes for customers. But as always, technology can only be a tool. Even seemingly simple components such as smart packaging or product bundling can raise the shopping experience to a higher level and create a lifelong connection to the customer - far beyond the time of purchase.

Successful customer engagement innovations in practice:
- Blizzard Entertainment: In addition to other successful multiplayer online role-playing games, World Of Warcraft captivates millions of players worldwide. Large game areas are deliberately designed in such a way that the greatest successes can be achieved in cooperation between players. Eleven million registered players bring billions in profits to the company, which connects millions of players daily via its website
- The management system for personal finances simplifies something complex for the user: It combines automatic updates of bank accounts with categorizing and marking purchases, identifies potential savings and, if desired, creates own budgets.
- FAB: Leading design experts curate the presentation of the offers on the company website. In doing so, they create a unique, design-driven view of the products and give customers a feeling of security that FAB is just the right place for the next cool shopping experience.
- Apple: The computer giant will first present its latest hardware and software at the World Wide Developers Conference. This conference will allow Apple's partners and suppliers to help shape the final product and provide feedback. Attendance at this conference is so popular that tickets priced at US$1,600 are regularly sold out within two hours.
  • Effective for all innovation types
  • Effective for disruptive innovations
  • Effective for highly complex challenges
  • Effective for medium complex challenges
  • Effective for radical innovations
  • P2 Analysis (problems - challenges - environment - people - products)
  • P3 Observe (people - environment - product use)
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