The Human Side of Product Innovation
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The human side of produc innovation: How authentic, ongoing customer insight helps DEWALT and Chico’s creat and sell better products #BetterProductsFaster
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Transcript of The Human Side of Product Innovation
The human side of product innovation: How authentic,ongoing customer insight helpsDEWALT and Chico’s createand sell better products.#BetterProductsFaster
Heather FoehVP, Customer Marketing
& AdvocacyVision Critical
MARKET KNOWLEDGEMissing opportunities by
operating with out-of-date information
IDEA SCREENINGInvesting in the wrong products and features
PRODUCT BUILDINGRelying on market/customer feedback that’s too slow or
unusable
POST-LAUNCHTaking too long to
diagnose and triage issues
GO-TO-MARKETDepending on “gut
instinct” rather than data-backed decisions
FIVE INNOVATION CHALLENGES
IMAGINE A WORLD WHERE YOU CAN…
Find the best investment
opportunities
Select products with the most
potential
Get on-demand and agile customer feedback
Reduce response time to
unforeseen sales problems
Shannon ChenowethMarket Research Manager
Stanley Black & Decker Inc.
DEWALT
DEWALT INSIGHTS PANEL10,000+ CUSTOMERS
• Community size: 10,000+• Highly-engaged, qualified
participants• 170,000+ survey completes• A robust normative database
for benchmark
CREATE INNOVATIVE, PROFESSIONAL-QUALITY PRODUCTSFOR DEMANDING CUSTOMERS
CUSTOMERS THINK ABOUT BENEFITS,NOT FEATURES.INNOVATORS THINK ABOUT NEEDS,NOT CREATING NEW PRODUCTS.
IDEA HUB:
AND TOUGH-TO-REACH CUSTOMERENGAGING A HIGHLY-QUALIFIED
TO MAKE LIFE EASIER ON THE JOB SITE
IDEASCREEN: BRINGING A
TO MARKETPREMIUM PRODUCT
CONNECTING WITH THE RIGHT PEOPLEAT THE RIGHT TIME
Introducing two new products Pricing and product landscape Actionable design feedback
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ALIGNING KPI
Ivy BoehmSenior Director,
Consumer InsightsChico’s FAS
CHAT WITH CHICO’S14,000+ CUSTOMERS
• Community size: 14,000+• Created in 2008• Well segmented membership• Every customer on the panel
is in the company’s database• Chico’s FAS has three
communities and 45,000+ members
STAYING ON-TRENDIN AN INDUSTRYTHAT’S ALWAYS CHANGING
CUSTOMER UNDERSTANDINGMORE MEANINGFUL THAN SALES
BEING ON-TREND VS.BEING TRENDY
WEAR-TESTING: BETTER FEEDBACKENSURES BETTER SELL-THROUGH
CROSS-DEPARTMENTALCOLLABORATION
INSIGHT THAT ENHANCES
AT THE RIGHT TIMECONNECTING WITH THE RIGHT PEOPLE
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Keeping customers firstDesigning on-trendReady access to customers
ALIGNING KPI
THREE WAYS TO ENHANCEPRODUCT INNOVATION
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Create a “Customer First” design team Engage the right people at the right timeEmbrace new ideas and be willing to pivot
Explore the world’s premier
customer intelligence
platform now.
DECIPHER YOUR MARKETING
TECHNOLOGY STACKMARKETING TECHNOLOGY EBOOKVISIONCRITICAL.COM/RESOURCES
Ivy BoehmSenior Director,
Consumer InsightsChico’s FAS
Shannon ChenowethMarket Research Manager
Stanley Black & Decker Inc.DEWALT
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