Customer Focus as a Prescription for Driving Innovatio - Essay Example

 Critical Analysis of Customer Focus- a Prescription for Driving Innovation Introduction Fred Hassan in his speech titled Customer Focus as a Prescription for Driving Innovation creatively and precisely makes good use of nutritious words to assert his perceptions on innovation and focus on customers. However, this paper seeks to analyze his vindications critically by filtering them in the screens of reality and truth. The use of high definition quality (HD) magnifying glasses is considered ideal while reading his convictions between the lines. Innovation Fred asserts that innovation is the root that firmly holds and gives strength, growth and vitality of people, in an organization as well as the society. He illustrates further by outlining that innovation is creativity in action. It encompasses finding brilliant ideas and making them happen. When it is applied, it adds nutrients into life and organization. Apparently, we are in the information age. All the innovative ideas that were illuminated by earlier giants have either been improved or reinvented to greater heights. Innovation in broad perspective is a huge arena but can be described as creativity that consequently results into something new or better and add value into an individual(s) or a society (organization) (Fred, 2006). For instant, communication has completely been revolutionized. High powered communication devices with better upgrades are launched everyday by competing firms with the aim of having a competitive edge over each other. However, there were individuals who provided the basics in earlier years that have been so advanced to the stratosphere. Besides, these innovations in communication ecological niche have contributed significantly to globalization. The use of facebook, whatsapp and other advanced sites of communications are as a result of individuals sweat their blood out to impact positively to the society (Hu, 2014). The roots of these ideas must have been so simple but various persons have advanced them. Fred (2006) uses Edison’s analogy of innovation as a way of doing thing better to impact positively on someone. Someone in this case refers to the customer(s). The customer can be a person, an organization or society whose needs are fulfilled by the innovation. Besides, the invention of social media responded to the customers’ desire. It is indeed true that some innovation have not only radically changed the world but also revolutionized it. For example, the invention of the wheel has had a tremendous impact on human life for centuries. At the initial stages when the wheels were invented, they were not highly appreciated as people were accustomed to they would move around. However, with the society changing the need for better wheels led to the need to upgrade them. Over a long period of time, better locomotives have been launched into the market. These locomotives have revolutionized transportation. The other examples are the steam invention, airplane and microchip (Fred, 2006). Customer focus In the business perspective focusing on customer, Fred argues becomes a way to find out how innovation happens. The idea of customer focus helps to ramp up the business as well as appeal to customers. To effectively achieve this effective tools of customer feedback are employed. The feedback can be obtained before the sale or after the sale. In addition, the use of survey and questionnaire can also be employed. The second tool to customer focus is training employees on customer focus. This enables them to be equipped with the requisite requirements on how to keep attention to clients. Thirdly, evaluation of the products and services offered to customers. The evaluation should seek to critical examination of the perception of the customers on the products offered. Fourth, when the leadership has identified what the customers like, they can give incentives such as rebates; and sales offer to reach out to their base more. The final technique of building a customer focus is by making communication and copy of the business in a tone and outlook that reflects that of the customers (Susan, 2015). A customer focused innovation company should ensure that it develops, makes, and avails new products or services in a manner that commensurate with the customers’ need at a much faster pace. In fact the pace ought to exceed the competition (Ray & Laura, 2007). Customer service Customer service is another facet of customer focus. A company’s most important asset is its customers. Customers are the bosses hence the need to pay attention to their need analysis. They can only be satisfied if the services or products offered through awareness of their need analysis. As the attention is paid into customer then providing services through follow up and ensuring that customers make benefit is innovation process in action. These are vital techniques that are not highlighted in Fred’s assertions through the speech (Fred, 2006). When companies know their customers they anticipate into providing solutions. Regular communication creates awareness of problems and as well as future needs. The use of analogy of iPod in the illustration of customer service as a weak link to innovation demonstrates that when products have limitations then finding better solutions to these limitations is prudent in maintaining customers’ loyalty (Susan, 2015). The analogy used to reiterate the value of customer service is however questionable. Fred (2006) considers iPods as fragile a factor that needed attention of the Apples customer service. At the time when iPods were invented there was a need for smaller gadgets that would replace huge systems besides the need for portability of those devices. The nature of the iPods then needed customers to handle them with care. Despite that fact there was little competition for iPods in the market when they were launched. The company therefore had to maximize profit before embarking on improvement of these devices. A common trend in technological devices is that when they are launched into the market, apparently a little room for improvement is neglected. Later on when the device has been sold consistently in the market and competition heightens then companies tend to upgrade those defects to maintain relevance (Hu, 2014). It implies that these errors perhaps are intentional, so as to psychologically manipulate customer thinking and behavior in the pretex of changing with the trends. As much as keeping with the pace in innovation being vital, it leaves more questions than answers unto the games played under the carpet by companies. Effective customer service strives to make clients feel important and appreciated. They are normally sensitive and endowed with the ability to know if they are cared for (Susan, 2015). In addition, it is prudent for customers to understand the system of the business. The last technique in focusing on customer service is though appropriate treatment of employees. Employees are internal clients and when they feel that they are valued their commitment and performance is likely to improve (Hu, 2014). The Engines of innovation Great innovators resonate with the fact that big breakthrough in innovation requires a prepared mind. Most of them fail several times before coming up with a concrete solution. Attitude and passion of individuals play a key role. The desire to find better solutions to problems irrespective of the obstacles stumbled upon. It is for this reason, that attitude and passion of individuals towards pursing that passion that becomes the critical engine of innovation (Fred, 2006). Companies that focus on customer satisfaction to met their needs drive innovation to unprecedented heights. Team work plays a central role in customer focus which driving innovation. Every person has a role to play from top management to the lowest level of any organization. In fact, those in the company who interact directly with the customers are message channels (Edward, 2011). They are the sensing mechanism as they have close strong interaction with the customers. They transmit information on customers back to the company after which the company consolidates its action together. Moreover, it is not only those at the lowest structure of an organization that drive innovation but also those at the top play a role. It is prudent that customer passion should start from the top management of any firm down to its ambassadors. This therefore calls for the need for the management to have a close contact with every stakeholders of the company (Edward, 2011). Another engine that drives innovation is right behavior. Innovation in companies encompasses every person. In highly bureaucratic firms, it is challenging to breakdown human and organizational barriers (Fred, 2006). In such situations inculcating behavior such as team work collaboration, accountability and transparency in a firm is vital. These behaviors trigger and ignite innovation. They have the potential to unveil hidden talents within individuals. This resonates with popular conviction that to go far people walk alone but to go farthest they do it as a group (Susan, 2015). There are those passionate self driven who however much they fail they are never cowed by their failures. Failure drives them to do an extra mile to achieve desired results. Such persons need to be nurtured in any organization. However, these failures generate important information that makes future innovation possible (Fred, 2006). Fred (2006) describes final engine to innovation is the product flow system. The product flow tends to synchronize and optimize attitude of individuals with innovation. All these are geared towards relentless support to focus on customer needs. The synchronization is incorporated by marring the end research with early creativity (Fred, 2006).To do this, tests are done and refined after which the innovation is moved to the customers. Most organizations have different departments. These departments act as storage devices of innovation. If there is a disconnection between the interactions between the departments, then innovation is likely to be thwarted. However, when systems are put together in a manner that encourages interaction that coincides with customer tunes, it provides a channel for movement of products. It is important to comprehend that product flow system is not straight process but there are obstacles to it. These obstacles tend to be creative, productive in a manner that add value, enhances innovation and gives solutions to the needs of customers (Susan, 2015). Sustaining innovation The future of persons, companies, society, and the economy of any nation hugely relies on continuously innovation. To survive in the competitive and dynamic market that constantly keeps changing with relevance is never a walk in the pack. All innovations that are customer focus need to be sustained (Fred, 2006). Companies have an obligation to reorganize, strategize, and readjust in how they innovated. If they fail to shape up situations may compel them to shape out. Customers and their needs keep evolving with time. Due to the evolutions, organizations too need to change to conform to these changes. Innovative companies evolve simultaneously with its customers. It is for this reason that sustaining innovation is the key to survival. Focusing on customer innovation is a tool used to sustain customers. Admittedly there are challenges to innovation of companies that have not surfaced in the article in question. These challenges cannot be swept under the carpet as they significantly impact on customer focus innovation. Employee’s job satisfaction is one of the challenges. Job satisfaction correlates with performance. When employees are not settled in a job, they are likely to underperform or the quality of their output may leave more questions than answers. Furthermore, they are likely not to complete their tasks in time. This hinders innovation. Another factor that may challenge innovation is the availability of resources. For instant, as earlier, outlined one of the techniques employed that helps in customer focus is conducting research through survey and questionnaire. This is only possible if there are available resources to undertake such activities (Ray & Laura, 2007). Conclusion For companies to thrive in the competitive market, they need to focus on innovations that are geared towards focus on the customers. Customer focus is achieved through numerous strategies. In addition to customer focus, another important aspect that drives innovation is customer service. Customer service enables companies to understand their clients, their needs and expectations. Besides it also enables the company through its agents to closely interact with the clients which in turn act as a channel that transmits innovation feedback back to the company. In addition, there are engines that drive innovation. However, to for companies to survive for a longer period of time they need sustain their innovative strategy. Sustaining innovation is never a work in the park as there are numerous challenges that innovators as well as company face. Reference List Hu, W. C. (2014). Multidisciplinary perspectives on telecommunications, wireless systems, and mobile computing. USA: Hershey,Information Science Reference. Susan, A., (2015). Ten Commandments of Great Customer Service. Retrieved on 25th Feb 2015 from: http://marketing.about.com/od/relationshipmarketing/a/crmtopten.htm Ray, M . R., & Laura, M. E. (2007). That's customer focus: The overworked and under-appreciated manager's guide to creating a customer-focused organization. Toronto, ON: Training Bank. Edward,G., (2011). Enginees of Innovation. Scientific American. 53-55. Fred, H., (2006). Customer Focus-a Prescription for Innovatio.llb1-assigned document-2015 pdf Read More