CHAPTER 6
INNOVATION:A COLLABORATIVE PROCESS
As you’ve seen, customer typing is an incredibly powerful way to get to know your customers at a deeper level than customer segmentation ever did. As you begin to distinguish among your customer types, your perspective on how you view customer expectations changes. You are able to see the world through your customers’ eyes, from their range of experiences, and in coordination with what’s important to them—that is, what they love and what they hate. In return, this affects the way you understand and design the experiences you create for them.
In the simplest of terms, you are in the business of customer ...
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