‘How Your Customers Will Co-Design Your Company’s Future provides dozens of examples of ways to harness “customer innovation” in development processes with tools like private communities, ratings, and reviews.’-------Patricia B. Seybold’s Outside Innovation
Finding practical ways to tap into customers to help the company innovate now— 'to increase the chances of developing something customers want'— usually have two reasons:
- Customers don’t take long to tell you what they want.
- With customers in the loop, innovation happens more quickly because you can iterate—make continuous improvements.
I think the mobile operator AT&T is a good example, it can cover all the contents of chapters 9, 10 and 12. The rating website such as Consumer Affairs can provide a massive amount of feedback to the current AT&T services.
AT&T staff can improve their service by reading those low star reviews. I have encountered the same problem because there seems to be a state market lock inside the AT&T system. Moving phone numbers from one state to another will be very troublesome. I used to go to college in Nebraska, thus my number is a Nebraska number. When I arrived in Massachusetts for postgraduate, it took the AT&T staff one month to transfer my mobile phone service from Nebraska to Massachusetts. So, if they see those comments, they will optimize their service and increase their efficiency.
On the other hand, use Twitter to build connections with customers to become a major trend.
One reason is that Twitter has six major elements to build a social media ecosystem:
- Followers
- Hashtags and searches.
- Mentions and retweets.
- Links.
- Lists
- Apps and tools.
AT&T also a good example that how the company embraced Twitter.
AT&T has more than 132.9 thousand tweets and 889.7 thousand followers. This is a very influential social media account, which is currently holding a donation event. Social media accounts often host events that attract more followers and further expand brand influence. AT&T is doing very well.
How the groundswell spreads with a customer-centric organization
First, it’s important to take this step by step. Because the company needs time to summarize, promote and think about the experience gained. This will form a stepping stone to help the company gradually gain and expand its advantages.
Second, each of these stepping-stones leads to a natural progression to the next step. These stepping stones will establish the foundation, which can push it up to the next challenging level of groundswell thinking.
Third, you have to have executive support. Selling groundswell thinking to the top level can have a philosophical identity at the top and support our cause, because groundswell may require joint operations in many sectors.
When the company becomes huge, there will be problems with internal communication. This chapter encourages the use of employee-created wikis in large companies to streamline complex customer support service processes and inefficient communication. AT&T did a good job in this regard, they wrote the FAQ as an answer and got the application on the automated virtual assistant.
This automated virtual assistant detects us typing and extracts key information. On the way, I wrote Bill, the automated virtual assistant listed below is the most common problem. If the customer's problem is on the list, it relieves the burden on the human operator.
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