We live and work in an era of constant disruption. Over two decades ago Clayton Christensen coined the term “Disruptive Innovation” [1], which has been increasing over time as adopted by many start-up organisations as their “Go to“ mission and company mantra. Such relentless focus opened up more competitive forces of the same Tech Start-up, which led to many demises as they opened the door to second movers to less sophisticated, low-tech solutions [2]. These were the actual Disruptors and Innovators [3] who focused on what mattered to current and future customers’ buying behaviours.
Here are the Top Three of “What NOT to Do” if you or your team are looking at investing in a Customer Satisfaction (CSAT) and Research Project.
No 1. Don’t have a mindset of “Inside out” product and solution design as, more often than not, this approach is not focused on understanding how to “improve” but to “do the same” to more potential customers. Knowledge is made possible through understanding buyers, customers and partners first and then engaging with them only once you have improved your current understanding of what you want to get out as outcomes and questions answered.
No 2. Don’t only use existing and often out-of-date context and richness in terms of future behaviour and customer preference. Ironically this is one of the most common mistakes in digital and traditional customer satisfaction and research projects. The net impact is a loss of opportunity to build additional intelligence and can lead to an increased loss of confidence and customer retention due to a negative contact experience from the research program.
No 3. Don’t leave it just to MarTech/Technology. Too often, “Disruptive Innovation” is a catch-all phrase synonymous with the use and application of Emerging Technology (AI, Cloud, Big Data….) to “Disrupt”. The real Disruptors are customers.
If you follow the above, then you are already starting to positively “Disrupt” and gain Business Advantage and, therefore, more likely to lead to
- Increased satisfaction and buyer experience for customers
- An integrated approach that supports business growth and customer experience management in the longer term
- Re-engage, Renew and Re-vitalise your Customer Experience Insights and Knowledge
Engage with Fuse Pipeline and let us know what you think about how you and your team are looking to displace the competition!
- C. M Christensen, M.W Johnson, D.K Rigby. Foundations for Growth: How to Identify and Build Disruptive New Businesses (2002). MIT Sloan Management Review, Vol 43, No 3, Sloan Press. Foundations for growth: How to identify and build disruptive new businesses – ProQuest
- Clayton Christensen. Clayton Christensen
- WEF (2016). Online Article “What is Disruptive Innovation. What is disruptive innovation? | World Economic Forum (weforum.org)
Posted on Thursday, July 14th, 2022.
