But what company has thrived by tricking their customers? McDonalds recently rolled out cashier kiosks so customers don’t interact with a person when paying for their food. Today it is too easy to be replicated, to be ripped off — for brands not to continue to evolve and move the needle with transformative growth. The focus on the bot is conversation, not sales, although the Insomnobot-3000 does add in clever brand connections. This saves the customer time, but allows them to pick up their items – this way they don’t have to worry about packages being stolen throughout the day. It’s helpful for you to think about ways you can innovate the customer experience, looking at companies that have actually done it. We’re good at recognizing when innovation has happened and what the impact is, but we’re not yet able to draw out a blueprint that allows traditional business structures to adapt to tackle innovation. We often think of innovation as being the stacked in favor of the start-up. Provide real value to people and they will stay. The 29Rooms event includes 29 individually curated rooms with unique experiences ranging from musicians to popular consumer brands in a funhouse of style, creativity and culture. According to Lemonade, 87% of their customers are first time insurance buyers. 1. GE Immerses Customers In Global Healthcare. The Alchemy of Growth: Practical Insights for Building the Enduring Enterprise, EY & Citi On The Importance Of Resilience And Innovation, Impact 50: Investors Seeking Profit — And Pushing For Change, Michigan Economic Development Corporation With Forbes Insights. How will the other subscription based retailers compete with that? What is innovative customer experience? shows that last year 75% of companies said their top objective for the year was improving customer experience. The Growth Horizon advises leaders spend 70% of their time on defending the businesses’ core. The best customer experiences innovate to stay ahead of new technology and trends. Within 45 seconds, a door on the machine opens, and the items appear on a conveyer belt. Sometimes, as was the case with the example of detecting pollutants underwater, we run into a well-defined problem that’s just devilishly hard to solve. Finding creative new ideas can build lasting connections with customers. We’ve seen many examples of this by Amazon including the recent acquisition of Whole Foods Market. The most time-consuming part of shopping in a retail store is having to wade through stuff that’s not relevant for you — the customer. Lifestyle brand Refinery29 takes its imaginative spirit off the screen and into real life with 29 unique experiences. Recent research shows that last year 75% of companies said their top objective for the year was improving customer experience. Patients at the kiosks chat with a cloud doctor about their symptoms and medical history. A customer must pay a steep monthly fee to an insurance provider, and when that customer needs coverage, the insurance company often treats the customer poorly. One area we need to do a better job of risk-taking is customer experience. There is a major role for innovation when it comes to improved customer experiences. Her first book was 'More is More: How The Best Companies Work Harder And Go Farther To Create Knock Your Socks Off Customer Experiences." Most companies don’t spend enough time on transformative growth because they aren’t good at transformative and it’s scary for them. Speed Up And Simplify Retail Interactions. The technology can identify differences between what the patient said in previous conversations and flag areas of memory loss. It’s about leaving people with a good feeling about your business. Blake Morgan is a keynote speaker, futurist and author of two books, "Customer Of The Future" and "More Is More." 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