Chief Innovation Officer blog offers 15 Easy Steps to Marketing Innovation Success. These are distilled from the recent Marketing Innovation Conference in NYC.
For me it was heartening to read his list. Why? It starts with:
1). Establish a clear venue for customers to submit their ideas, comments and feedback and ensure that you demonstrate you are listening (see 2 & 3)
And then it proceeds to:
2) Review all of your customer contact points and ensure they do not provide barriers or discouragement to customer communication
3) Where you have enabled inbound customer communication ensure that you have figured out an effective way to respond...
The first 5 describe the need to engage with your customers for THEIR feedback.
8 of the 15 describe steps to engage and seek feedback with your customers.
7 of the 15 describe the need to innovate, experiment and solicit feedback from ALL your customers, not just those paying for your service. I say ALL your customers to include...your EMPLOYEES, your vendors, contractors, partners. They're all buying your stuff in one way or another. Get their feedback.
It's good to see that the marketing community, at least those out in front with innovation, are beginning to understand that...customers are your friend or they could be with any measure of respect and courtesy. They/we are certainly adults. And loyalty comes from engaging with them, soliciting their input, or as the ultimate cliche' of the week quotes Opening the kimono.
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