Innovation and customer advocacy. It seems that ever since Turnbull announced his innovation manifesto that more and more projects in every organisation are now an innovation project! But just what is innovation – and how do organisations that are world class build their strategies; what are the benchmarks, what qualifies as innovation and how do we know if we’re being successful at innovation? There are some lessons we can draw from world leaders – a customer first approach to solve customer’s biggest problems, an expansive view of the category and its adjacencies, creating an innovation culture inside the business and with partners; and setting KPI’s around innovation revenue vitality. At the end of the day, the connection between customer advocacy strategies and innovation is crucial – but often overlooked.
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