Innovation and Customer Communities: Made For Each Other

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Many elements contribute to making a company innovative and to making innovation programs successful. A few key elements being quality of customer insights, access to cutting edge technologies, alignment between innovation strategy and overall business strategy, and the big one—corporate culture.

Even though there is a rich tradition of incorporating the voice of the customer (VOC) in the innovation programs of a company—to make them valued and relevant—there is little discussion of the role and importance of customer communities; a contemporary way of hard-wiring the voice of the customer in the central nervous system of a company.

Which leads us to a critical question, “Is there a natural connection between innovation and customer communities? Do they feed off each other?” Read More