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VOC to Process Improvement to Innovation – The Round Trip

January 15th, 2013

Roundtrip to Innovation

I’ve written dozens of articles about VOC, Process Improvement and Innovation on this blog.  Most have dealt with those subjects in isolation.  A few have related them to each other.   Really, I should have been discussing the entirety of the system more for the development of each is limited without the development of all.

This became apparent to me when I found a blog post where a portion of the post tied the three together so well I felt compelled to share it with you.  Specifically, it is written by Bradley (Woody) Bendle and it is posted on www.bx.businessweek.com.  The link to the specific post is as follows:

http://bx.businessweek.com/voice-of-the-customer/view?url=http%3A%2F%2Fwww.innovationexcellence.com%2Fblog%2F2012%2F09%2F17%2Fyour-consumers-are-valuable-not-fickle%2F

The blog post is entitled “Your Customers are Valuable – Not Fickle!” back in September 2012 and the portion that really hit me is shown below –

The great recession has profoundly changed the consumer, and it is highly unlikely that they will return to the behaviors and patterns of yesteryear. Many experts feel there is now a “new consumer normal” that is very different from what we had experienced in the past. In a recent Forbes.com article, Pam Goodfellow from BigInsight asserts that “the clear turning post for consumer behavior during the last decade came with the ‘Great Recession.’ Shoppers went from ‘spend now, worry later’ to an ‘abort spending, worry, worry, worry’ mindset.” The folks from the Future’s Company additionally provide their own perspective about this era of the new normal. “Consumers everywhere … are working from a new orientation about what they want and how they buy… [They] are now battle hardened, having found ways to survive and even thrive on the new opportunities a more competitive market has yielded.”

I think nearly all of us can relate to this “new normal” consumer mindset on some personal level. Who hasn’t had to make adjustments in their consumption over the past several years? If so many of us have had to make our own (sometimes pretty significant) adjustments, why aren’t we seeing more significant changes in how many existing businesses go to market?

There are a number of great books that provide valuable insightful about this phenomenon (e.g., Leading The Revolution by Gary Hamel, The Reinventors by Jason Jennings, Brand Relevance by David Aaker and Ten Rules for Strategic Innovators by Govindarajan and Trimble) to name a few that I highly recommend. And while these books address a range of topics with fabulous expertise, you can essentially boil their key underlying insights to the following two things.

1) Deeply understand you customer’s needs, and
2) Continually innovate.

We all need to face the fact that success is no longer guaranteed for those simply committed to “getting better” at what they know how to do. Twenty and thirty years ago, process improvement and cost containment could make one a titan within their industry. Those days are pretty much gone for good; much in the same way that today’s consumer will never be the same as yesterday’s consumer. 

A PowerPoint framework for a VOC maturity model

I just want to emphasize that VOC, Process Improvement and Innovation are intricately linked. They are not separate topics.  They aren’t implemented without thought to the other two.  You can’t get customers to give you their preferences and work with you on iterations of a product or service if they don’t see value in what you do for them.  You can’t have that sort of relationship if your processes aren’t delivering on your stated promises. And without the trust built by meeting those current promises, you can’t innovate new products and services as they will never be accepted.  VOC, Process Improvement and Innovation. They are the Trifecta.  Contact me if you wish to discuss this post.

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