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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?
Get Better and Faster

Insights by Trend Hunter AI

Dine-In Tech
Technology to improve the dining experience through guest insights is on the rise
Trend - The restaurant and QSR industries are bouncing back from the Pandemic by better gathering insights on what consumers care about. Technologies dedicated to listening to and implementing suggestions for improving the dining experience are increasing in popularity. This can be done by gathering data on ordering platforms, surveys, and more.
Workshop Question - How could you better bridge the gap between your various guests' often opposing needs?
6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
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?
5.7
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?
5.8
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?
4.4
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?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Monk Fruit Candy
Monk fruit is being used as a natural sweetener in candy products
Trend - Monk fruit sweetener is a popular natural alternative to sugar, particularly for people who subscribe to keto diets. Now, candy brands are adapting the ingredient into their products to cut their sugar content while maintaining indulgent flavors.
Workshop Question - How could your brand create a more balanced approach to wellness in its product/service?
5.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Seafood Kits
Brands curate seafood-based kits for consumers
Trend - At-home seafood deliveries have become more common, and brands in this space are now curating specialty seafood-based meal kits for consumers to enjoy at home. Products in this space include restaurant-branded seafood charcuteries, and pre-portioned seafood boxes.
Workshop Question - How is your brand prioritizing convenience for its customers?
6.2
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?
5.7
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?
7.3
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?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends