Ten Types of Innovation: The Discipline of Building Breakthroughs

Chapter 12

Customer Engagement

How You Foster Compelling Interactions

Customer Engagement innovations are all about understanding the deep-seated aspirations of customers and users, and using those insights to develop meaningful connections between them and your company. Great Customer Engagement innovations provide broad avenues for exploration, and help people find ways to make parts of their lives more memorable, fulfilling, delightful—even magical.

Increasingly, we see these innovations taking place in the social media space, as many companies move away from “broadcast” communications toward delivering more organic, authentic, and mutual interactions. We also see companies using technology to deliver graceful simplicity in incredibly complex areas, making life easier for customers and becoming trusted partners in the process. However, as ever, technology is only a tool. Even simple gestures like elegant and intuitive packaging can extend and elevate the experience customers have with a company—long after the point of purchase.

Customer Engagement innovation is often embedded in some of the other types (notably Brand or Service) and can be difficult to spot. That’s okay. Focus on the point of interaction with consumers and on how to connect and delight them.

How to spot potential Customer Engagement innovations:

Does the company take something arcane, difficult, or complex and ...