06 Apr

Why innovation requires staying close to your customers (part 1)

Does innovation drive the markets and create demand? Or do continuously changing customers’ needs push companies to adapt their services and products to changed circumstances? Innovation is not the goal, but the ultimate way to stay relevant and valuable and meaningful to your customers.

Nowadays companies can only survive if they have the ability to innovate adequately and to anticipate to changing needs. This is easier said than done. Especially for large, established product and service leaders. These ‘oil tankers’ follow the same path, just as they have done for years, and are having a hard time to change direction. Read More

02 Nov

Innovation with the customer at the centre

Sector boundaries are blurring. Traditional business models lose their strengths and existing success formulas become outdated. The ever-changing needs of today’s demanding, and always-online customer has become the new constant.

In order to stay in business, organizations need to have a proactive, customer-centric approach. This requires an open, innovative and change-oriented corporate culture. But not every organization is able to quickly adjust to this new reality, and can realise a cultural change. Small, new, disruptive players seem to be more successful than existing organizations. Why? They are design-driven.

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23 Sep

Being customer-centric is key

Based on profound research by Millward Brown it shows that adopting a customer-centric mindset and a healthy approach to data & analytics are crucial aspects for a company’s success.

Interesting is the fact that the survey compares “winners” with “losers”. What makes a successful company successful? The answer: The “winners” stand out because their customers always stay at the centre of their activities, from bottom to top and vice versa.

millward brown customer centric thinking

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10 Apr

The complex relationship between customer data and design

Both expertise areas, UX and Marketing, are focussed on the same thing: getting to know the (potential) clients, the users of the products and services, and making their journey as valuable as possible by understanding them, interacting and cocreating with them, and making this relationship sustainable.

I remember that I discussed with one of my dear Dutch UX friends the fact that “UX” for some clients still is “making wireframes”. They think that experts that work in this field are visual designers that focus on interface design. Next to the fact that interface design is important to improve the user experience of a digital service, UX experts are not necessarily visual designers. Quite the contrary! Especially strategic UX experts combine data with (visual) experience aspects; being a customer data/behaviour analist and using those data to map the whole customer journey, and defining and engineering (digital) services to optimise that journey. All of that based on clear business goals and KPIs, not for the sake of pretty design.

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12 Mar

Networks are the future

Are networks the future of our work? Will traditional corporate companies disappear? Are information technology and connectedness the drivers of nowaday’s changes? And what is the role of young millennials and digital-natives?

Paul Manson wrote almost a year ago: “Without us noticing, we are entering the post-capitalist era. At the heart of further change to come is information technology, new ways of working and the sharing economy. The old ways will take a long while to disappear, but it’s time to be utopian. Almost unnoticed, in the niches and hollows of the market system, whole swaths of economic life are beginning to move to a different rhythm. Parallel currencies, time banks, cooperatives and self-managed spaces have proliferated.” It is like Lynda Gratton wrote in 2011 in “The Sift: The future of work is already here”. We live in a time of transition. We are shifting from the industrial era with focus on productivity, efficiency and knowledge-scarcity towards a knowledge-based era focused on creativity, connectivity and transparency. It is what Peter Drucker mentioned already in 1992 in “The New Society of Organizations“: “In a matter of decades, society altogether rearranges itself – its worldview, its basic values, its social and political structures, its arts, its key institutions. Our age is such a period of transformation.”

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