How the Next Generation Enterprise is Different
From "Plan and Push" to "Engage and Co-Innovate" (part 5 of 10)
Next Generation Enterprises know more about their customers than any competitor. They constantly interact with them, collect and analyze copious amounts of data, and develop a knack for predicting great products. Great companies require their customers to help them develop the next big idea and to reinvent the customer experience. But more than this, they engage their customers in co-innovating value.
We have called the modus operandi of the traditional company "plan and push." You understand markets, listen to customers, develop great products and services and then "push" them out into the market place through effective mass media advertising campaigns. In the 80's and 90's, companies worked hard to make this model work better -- called "sense and respond" and to become real time firms.
Today, customers expect to be treated individually. We expect products, services, and interactions with businesses to be customized for us -- because we know they can be.
Customers are more active, more knowledgeable and more demanding. As you continue to digitize your company, you can feel customers' rising and changing expectationsof how you do business and how your business presents itself.
In the new approach, think of your customers as being inside your business web, not external. In the new model, customers can participate in the creation of products in an active and ongoing way. In other words, customers do more than customize or personalize; they add value throughout the product lifecycle, starting with design and extending to aftermarket opportunities for customer-driven commerce and innovation. As products -- everything from software and games to cameras and cars -- become smart and enriched with knowledge and services there are endless opportunities to turn consumers into "Prosumers" - who are both consumers and producers of your products and services.
4. From Behind Closed Doors to Open Innovation < Prev | Next > 6. From Process Optimization to Process Innovation, On Demand