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Small, Thoughtful Innovations Can Have Big Impact

In a July 2022 edition of the New York Times On Tech Newsletter, Shira Ovide writes, "You can be both dull and innovative", and we couldn't agree more. While the concept of innovation often conjures images of mad scientists, or breakthrough inventions like teleportation or invisibility potion, the best innovation is often much more ordinary and simple.

Ovide shares examples from the grocery industry and the home construction/maintenance industry to prove her point. Both of these operate every day, all around us, and have likely impacted us personally at some stage. They are not rocket science, as the saying goes. However that does not mean there is no opportunity for innovation.

These two industries driven by our basic human need for food and shelter are not new. But by digging into their traditional and/or repetitive processes, industry leaders found there was room for improvement, and a chance to develop something better. They made small changes that streamlined supply chains or automated manufacturing, resulting in a competitive advantage.

The article resonated with Phase 5 Partner Doug Church, who shared his own story with us, and tied it back to our team's approach to innovation.

"In a recent experience ordering a new kitchen, I opted to go with a slightly more expensive supplier because they could deliver faster to meet our deadline. This was likely the result of innovation in production and/or supply chain processes, rather than the product itself.

Delivering customer value needs to consider the overall experience, including both the product experience and the customer journey. This is why we offer a connected, Smarter Together approach to support decision-making across the lifecycle of innovation, user and customer experience."

Combining Customer Journey Mapping and JTBD is one technique that can help identify areas within your organization that are ripe for innovation that may otherwise be buried deep within the experience. Contact us for more information and to discuss how we can support you on your journey to becoming more customer-centric.

Written by Stephan Sigaud

Stephan Sigaud, MBA, is Phase 5’s EVP of Marketing. Stephan is passionate about partnering with clients to address their challenges and opportunities around customer centricity. Stephan has more than 25 years’ experience in Market Research and Customer Loyalty and Experience and is a Board Director of the Insights Association. He has also been volunteering with the Customer Experience Professionals Association (as past Chair of the CXPA Toronto Network) and the Canadian Marketing Association (as member of the Leaders Network and past co-Chair of the CMA CX Council).