industry Voices: Innovation Is About Listening

I recently took the opportunity to examine our product line to determine which products we may want to retire and what innovative solutions we needed to develop to meet consumers’ needs over the next two years. While doing so, it was apparent that our offerings had not only expanded but had become more feature- and performance-rich during the past few years.

Because consumer needs change so rapidly today, tried-and-true products that could be consistently produced for several years before they become obsolete barely exist. Consumer involvement in online forums and social media platforms has had a positive and immediate effect on involving real, day-to-day users in the product development process.

For us, the open, two-way communications goes way beyond getting people to like, follow, friend and plus you. It’s more about listening to them and handling their questions one at a time ... and responding as quickly, accurately and honestly as possible.