2015-06-10-奥纬咨询-Innovate_the_Experience,_Not_Just_the_Product_2页_231kb

Oliver Wyman's report argues that companies should prioritize innovating the customer experience over merely improving products to stand out and grow. Leading brands like Delta, Oscar, and Airbnb redesign the entire customer journey, incorporating innovations such as in-workspace planes or digital insurance platforms, which drive higher customer satisfaction and revenue. Key findings include: many companies lack a systematic approach to differentiated experiences, as shown by Forrester research, where 80% of leaders claim focus on customer experience but 85% have no strategy. Experience innovation, such as identifying emotional "signature moments," can boost efficiency, loyalty, and financial performance— for example, Apple's ancillary services contribute significantly to revenue. Studies indicate that companies excelling in this area see faster stock appreciation and better benchmark outcomes, emphasizing the necessity to leverage new technologies for continuous improvement.