Building Innovation on Customer Feedback
When Ford wanted to reintroduce the Fiesta brand in the U.S. for the first time in more than a decade, executives decided they needed to do something out of the ordinary to make it a success. The idea they hit upon was to give consumers the chance to be chosen as one of 100 digital influencers, allowing them to test-drive a new Fiesta for six months. The campaign, the Fiesta Movement, was a huge success, increasing awareness of the new vehicle—and giving Ford invaluable feedback from real users, literally the word on the street.
Here in the Middle East, the biggest event that brings together technology vendors, partners, and their all-important customers is GITEX Technology Week, happening in October in Dubai. While GITEX is a great opportunity for vendors, including Avaya, to showcase our newest, most exciting, most innovative products and solutions, it is also a pretty tough spotlight. With the great and the good of the regional ICT industry in attendance, there’s not a lot of point in showing up with your latest bright, shiny product if you haven’t already engaged with customers year round to make sure it meets a real need.
I’m proud to say that when Avaya attended GITEX in 2014, we came prepared with a solution that did just that. Our video teller machine (VTM) solution meant Avaya was the only technology vendor to demonstrate a real evolution in the market, taking the ATM into a branch-like environment. We did so because our customers had already told us that they wanted to grow their presence and reach without incurring huge costs, and while building on their existing customer engagement solutions and assets (the teller machines, the contact centers, relationship agents, and so on). We listened and built the solution for that. Today, leading organizations in the region are deploying teller machines that have transformed the way they do business and are enabling them to reach more of their customers than ever before.
We didn’t rest on our laurels—throughout 2015, we continued our conversations with customers, listening to their feedback, studying their most pressing needs, brainstorming solutions and offering advice on resolving real business issues. With this integrated approach to customer service, Avaya showed up at GITEX last year ready to demonstrate real-world use cases of our technology, inviting key customers on to our stand to showcase innovative solutions that create unique digital experiences for consumers.
So what are we bringing for 2016? While I’m not going to reveal specific details just yet I can promise that once again, we’ve listened to our customers, and we will be demonstrating solutions that are not only exciting, innovative and cutting-edge but meet real-world needs. The solutions we are going to showcase at GITEX will certainly have a wow factor but, more importantly, they will map to the changing needs of the most important asset any organization has: their customers.
With consumer behavior in a constant mode of change, businesses everywhere are playing catch up in defining and resolving those customer needs. While we cannot claim that we completely understand and can define behavioral changes in every industry, we can confidently claim that our relationship with our customers across industries enables us to define trends and needs, and consequently, bring relevant solutions to market every year. I look forward to showing you what we have been building for GITEX this year–the word on the street is it’s pretty good!