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Digital Customers: The Key to Innovation

08/05/2017by Matt Elton0
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Author: Anna Velvet

We have always been told that “customer is king” and it is a reasonable argument not only used in the past but certainly today in our digital world. The opportunity to innovate is becoming vital and companies are understanding that there is a need to be engaged and innovative to be successful with their digital customers. Customer centricity is key – today’s digital consumer wants products and services on their own terms, not those of the supplier. The main ingredients for success is the engagement that you have with your customers and how emerging technology can facilitate their needs as a digital customer.

For most companies, innovation is interpreted by transforming the whole organization which is not necessarily the case. Innovation can exist in small groups or centrally – but in all cases, it must not be isolated from the business.

Changing Business Culture

Another focus companies shouldn’t become too obsessed with is changing the whole culture of the business. Business culture that is forced to change at present is really adapting to how technology will be used to add value to customers needs.

The only way to engage your customers is by creating the right team that are not only close to the customer, but can add input in order to drive innovation. It is important to use the brightest and most talented, in a cross sectional team composed of people who you might not first think to include. People in sales, customer services, marketing are the vital component to help drive motivation.  It is important to involve those in the organisation who are closest to the customer, as well, partners and customers themselves. All theses front office key players along with emerging technology are “key” on capturing your customers needs.

Aligning Innovation with business strategy

Having an alignment between your innovation and business strategy is also another important factor in order to be successful.  It is important to know that Real Innovation is not easy and understanding that point helps you to be prepared for challenges that come along the way. Some companies place a lot of importance in technology but the coolest technology may not necessarily appeal to your customer base.

Therefore, creating game-changing innovation takes hard work, and is not about having short term solutions that satisfy the customer or cool offices with table-tennis tables and beanbags. It is about embracing the needs of your digital customers in the services and products that are important to them.

The Real Definition of Innovation

Innovation does not mean buying someone else’s company who has already innovated.

Companies should try to avoid “easy going”, “copycat” innovation, which isn’t really innovative at all.  Whilst having an app or utilising social media are probably important needs, they are not actually very innovative.

Companies need to be aware that some initiatives will fail or take lengthy time to be executed. The Simon smartphone took 10 years to actually become the Apple iPhone of today. The difference is that Apple captivated the key .. the customers. Their approach added value they understood from their customers that people wanted phones that were compact and easy to use/navigate for their daily use. Apple didn’t change the business culture, they adapted the technology and customer needs to add value for them.

External collaboration can be a huge bonus

Collaboration with external parties such as universities can provide access to cutting edge technologies which are not known within the industry.  Being able to articulate problem statements in a way that researchers can envision solutions is important

Our USP

FinnoLux deals with real experience that produces real results, we have actually executed these strategies within the financial services industry. We have been the bridge between academia and business to create cutting edge solutions. Our team have complimentary, yet very diverse backgrounds, enabling us to “see beyond the obvious”. Our vast experience working within varied business sectors has allowed our strategy to help develop innovation process for any domain or space.

What we do?

Our main purpose is to help you develop your innovation strategy in line with your business strategy.

As well, we help you to define your end goals and the roadmap to achieving the final (holistic) goal. Our strategy is to provide a series of workshops in order for you to take the developed and fragments of your ideas and turn them into real business opportunities and prototypes.

We are the intermediary that acts as the bridge between university/research organisations and the business. Therefore, we will manage collaborations with the academia on your behalf.

Our department will also perform market studies, interview prospective customers, qualify opportunities.

This methodological strategy will create business plans and go to market strategies that will in the end bring a prototype that has your innovative signature stamp.

Executing and Delivering Digital Success

As a partner, we will work with the business to define and execute the innovation strategy, enabling the company to deliver real results, real solutions that customers want to use.  These are not point solutions, defined by a one-time “headline” but part of a holistic strategy to take the business forward in a rapidly changing world.

How do I find out more?

Please contact FinnoLux sales via the contact form on our website, where we will be delighted to discuss how our Innovation Management services could benefit your business.