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FuturistU > Innovation & Change > Culture of Innovation > Module 3 / 5

Customer Obsession

Instructor: Jeremy Gutsche
Breakthrough ideas and disruptive innovation stem from a deep understanding of the customer. Regardless of what you are trying to communicate, there is a continuum of impact based on how you convey your message based on how well it connects to consumer culture.

In this module, you will learn to do just that. A cultural connection is empowering. It aligns with the soul of one’s identity and beliefs. The goal is to enable you to not just speak to your customes, but with them.
Workshop Questions:
1. What does your customer actually purchase from you?
2. What is their end objective? Push harder; what is it, really? Why?
View Innovation Webinars

Insights by Trend Hunter AI

QSR Reward
Fast food restaurants create reward programs to maintain engagement
Trend - Traditional fast food restaurants are increasingly having to compete with the healthier QSR options that have become so popular, and reward programs are helping them better engage customers and grow loyalty.
Workshop Question - How is your brand standing out against emerging competitors?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Shoppable TV
Streamers introduce interactive ads to shorten the gap between content and checkout
Trend - Streamers are experimenting with Connected TV technology (CTV), which leverages QR codes, content overlays, and second-screen prompts to allow viewers to instantaneously shop the products that they see on screen. This includes products seen in commercials as well as those featured in actual shows.
Workshop Question - How could your brand take advantage of innovative advertising tactics, like those introduced by Connected TV technology?
6.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
SMS Support
Text-based customer support services prioritize convenience and quick communication
Trend - Traditional forms of customer support like going in-store or calling in and being put on hold are slowly being pushed aside for more modern, convenient options. Now, SMS-based customer support programs offer quicker service that requires less patience from both parties.
Workshop Question - How could your brand reduce friction in the customer service journey?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Metaverse Support
The customer service experience will become more immersive through the metaverse
Trend - As the metaverse expands, customer service in the metaverse is becoming a recognized innovation that can create more valuable support experiences. Brands in this space are already finding ways to better engage with customers that foster mutual empathy and more efficient processes.
Workshop Question - How could your brand use the metaverse to enhance its customer support services?
5.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Grocery Rewards
Grocery stores promise loyalty points that lead to discounts on groceries
Trend - With stiff competition, some grocery store brands are aiming to stand out with apps and loyalty programs that reward consumers with points and discounts on groceries for shopping at their locations.
Workshop Question - How is your brand prioritizing its customers' wellbeing?
5.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Experimental Display
Tech-based retail displays offer interaction with specific products
Trend - Interactive tech-based displayed are increasingly common as brands look for unique ways to draw in customers. These interactive displays include everything from miniature smart home setups in-store to educational makeup displays.
Workshop Question - What creative retail display solutions is your brand prioritizing?
7.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Prebiotic Sodas
Sodas that contain prebiotic ingredients tout their nutritious benefits
Trend - Soda brands are trying to lose the label of being unhealthy by incorporating prebiotics into varying soda flavors. These items enhance gut health while still catering to consumers' desire for indulgence.
Workshop Question - How is your brand balancing indulgence and health for its customers?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mouthed Gesture
Designers are exploring sensory technology that is controlled by the mouth
Trend - From biometric identification devices to accessible gesture-control systems, designers are tapping new avenues for experience with prototypes that can be controlled by one's mouth. These gadgets boast a number of benefits such as accessibility for users with functional diversities, as well as new forms of security and convenience.
Workshop Question - How can your brand make your product more accessible than it already is?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Financial Therapy
Companies are increasingly emphasizing the importance of financial wellness
Trend - Aware that consumers are often stressed for money—and this is especially true during the COVID-19 pandemic which has left many without a job and forced small businesses to permanently close—financial companies are emphasizing the need for wellness and mental health practices in their industry.
Workshop Question - How can your brand help alleviate consumer stress?
3.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
One-to-One Retail
Stores serve one customer at a time to give safe, ultra-custom experiences
Trend - The retail industry has seen a lot of transformation in light of the pandemic. One recent development is the growth of storefronts or services dedicated to limiting the shopping experience to two people: the retail worker and the customer. This is being executed virtually as well as in person and has the benefits of both safety and full personalization.
Workshop Question - How will you satisfy the opposing consumer need for experience and safety in the new normal?
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends