Open Innovation Insights from Prof. Henry Chesbrough
Catch up with some of the latest thoughts on open innovation with OI guru Prof. Henry Chesbrough.
The Faculty Director of the Garwood Center for Corporate Innovation at the University of California, Berkeley has recently given an interview to the Intelligent HQ website. It covers some of the ground featured in his 2011 tome In Open Services Innovation: Rethinking Your Business to Grow and Compete in a New Era.
The interview encompasses a little bit of background to open innovation and its evolution over recent years. Then it moves onto one of the new applications of OI. That is, thinking about it in terms of services, not just products.
“The key insight is that innovation ultimately has to deliver a superior customer experience if a company wishes to avoid this problem,” said Prof. Chesbrough.
“Once you focus on improving the customer’s experience, you start thinking of how the product is used, what job the customer is trying to perform with the product, and what other elements of the customer’s context must be addressed to do this.”
Among the companies that are making headway with this new approach, according to Prof. Chesbrough are IBM, Xerox, GE, and the Spanish clothing and accessories retailer Zara.
Superior Customer Experience
The ‘father of open innovation’ offers a key piece of advice to companies wanting to adopt this type of OI. And that is to spend time with their customer service organizations, because that is where the new insights are going to from.
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