How to innovate something as intangible as services?
Fast Company’s weblog gives us eight basic principles, courtesy of Jeneanne M. Rae and Tim Olgilvie from Peer Insight:
- Create a clear challenge statement, expressed in terms of a customer need, not a business need, that focuses on the "white space."
- Do strong ideation: a well-designed, well-facilitated process that includes participation from many departments and disciplines and sources of edge-thinking.
- Emphasize developing concepts that combine multiple elements of innovation (from your business model and IT platform to the channel) to increase the impact and distinctiveness of the idea.
- Use techniques and structures that counter-balance the natural forces of criticism and risk-aversion.
- Employ a design that is guided by a base behavioral model of the customer's underlying needs.
- Communicate high aspirations for the overall customer experience to stretch the design team's thinking.
- Use customer-centric analytical tools to measure the customer experience.
- Make creative use of tangible artifacts to reinforced a distinctive experience, the way an ADT lawn sign signals that service or the way Mini Cooper's roadside assistance service is signaled by its window signs.