Incorporating the customer’s voice into a product is one of the most important methods of ensuring market led innovation. Often the companies assume they know what customers want. But fashions change and so do customer tastes. Nestle, found in the 80’s that their market share for chocolates was plummeting. They conducted a TCC or Tapping Customer Creativity, that is when customers (school children) and officials of the company, learned tools of innovation in a non-threatening atmosphere and explored the field. It was found that modern children did not like chocolates which were too sweet. They also wanted some health benefits from the chocolate. The result of incorporating these suggestions is history – Nestle made a dazzling comeback with chocolates that were less sweet and were garnished with biscuits and nuts.
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