The Human Side of Product Innovation

The human side of product innovation: How authentic,ongoing customer insight helpsDEWALT and Chico’s createand sell better products.#BetterProductsFaster

Heather FoehVP, Customer Marketing

& AdvocacyVision Critical

MARKET KNOWLEDGEMissing opportunities by

operating with out-of-date information

IDEA SCREENINGInvesting in the wrong products and features

PRODUCT BUILDINGRelying on market/customer feedback that’s too slow or

unusable

POST-LAUNCHTaking too long to

diagnose and triage issues

GO-TO-MARKETDepending on “gut

instinct” rather than data-backed decisions

FIVE INNOVATION CHALLENGES

IMAGINE A WORLD WHERE YOU CAN…

Find the best investment

opportunities

Select products with the most

potential

Get on-demand and agile customer feedback

Reduce response time to

unforeseen sales problems

Shannon ChenowethMarket Research Manager

Stanley Black & Decker Inc.

DEWALT

DEWALT INSIGHTS PANEL10,000+ CUSTOMERS

• Community size: 10,000+• Highly-engaged, qualified

participants• 170,000+ survey completes• A robust normative database

for benchmark

CREATE INNOVATIVE, PROFESSIONAL-QUALITY PRODUCTSFOR DEMANDING CUSTOMERS

CUSTOMERS THINK ABOUT BENEFITS,NOT FEATURES.INNOVATORS THINK ABOUT NEEDS,NOT CREATING NEW PRODUCTS.

IDEA HUB:

AND TOUGH-TO-REACH CUSTOMERENGAGING A HIGHLY-QUALIFIED

TO MAKE LIFE EASIER ON THE JOB SITE

IDEASCREEN: BRINGING A

TO MARKETPREMIUM PRODUCT

CONNECTING WITH THE RIGHT PEOPLEAT THE RIGHT TIME

Introducing two new products Pricing and product landscape Actionable design feedback

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2

3

ALIGNING KPI

Ivy BoehmSenior Director,

Consumer InsightsChico’s FAS

CHAT WITH CHICO’S14,000+ CUSTOMERS

• Community size: 14,000+• Created in 2008• Well segmented membership• Every customer on the panel

is in the company’s database• Chico’s FAS has three

communities and 45,000+ members

STAYING ON-TRENDIN AN INDUSTRYTHAT’S ALWAYS CHANGING

CUSTOMER UNDERSTANDINGMORE MEANINGFUL THAN SALES

BEING ON-TREND VS.BEING TRENDY

WEAR-TESTING: BETTER FEEDBACKENSURES BETTER SELL-THROUGH

CROSS-DEPARTMENTALCOLLABORATION

INSIGHT THAT ENHANCES

AT THE RIGHT TIMECONNECTING WITH THE RIGHT PEOPLE

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2

3

Keeping customers firstDesigning on-trendReady access to customers

ALIGNING KPI

THREE WAYS TO ENHANCEPRODUCT INNOVATION

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2

3

Create a “Customer First” design team Engage the right people at the right timeEmbrace new ideas and be willing to pivot

Explore the world’s premier

customer intelligence

platform now.

DECIPHER YOUR MARKETING

TECHNOLOGY STACKMARKETING TECHNOLOGY EBOOKVISIONCRITICAL.COM/RESOURCES

Ivy BoehmSenior Director,

Consumer InsightsChico’s FAS

Shannon ChenowethMarket Research Manager

Stanley Black & Decker Inc.DEWALT

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