This book claims to be about customer-driven innovation and focuses on how companies should not only learn to identify when their products are being misused, but also how they should use this knowledge to innovate. So what is ‘customer misuse’? It is when customers modify features or expand the usage of products and services in ways that were never originally intended by the supplier. For example, people using the camera feature on their phone as a mirror to check their hair or makeup rather than for taking photographs. The main premise is that companies that react appropriately to customer misuse will be able to enter new markets, create more loyal customers, and encourage customers to tell others about the company’s products, resulting in faster growth.
|Number of pages||3|
|Journal||International Journal of Market Research|
|Publication status||Published - 2014|
- customer service
- customer misbehaviour
- customer-driven innovation