{"id":118826,"date":"2021-04-26T17:34:53","date_gmt":"2021-04-27T00:34:53","guid":{"rendered":"https:\/\/www.questionpro.com\/blog\/?p=118826"},"modified":"2021-04-26T17:34:53","modified_gmt":"2021-04-27T00:34:53","slug":"innovation-in-unexpected-places","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/innovation-in-unexpected-places\/","title":{"rendered":"Innovation in unexpected places"},"content":{"rendered":"

A New Safety Requirement<\/b><\/p>\n

Did you know that the safety belt first came into use in 1885?\u00a0 It was to prevent being thrown from horse-drawn carriages.\u00a0 It was later used in airplanes as a safety measure.\u00a0 It was in use one year before the first patent was filed for the first motorized automobile.\u00a0 However, what you may not know is that, despite it cutting the risk of a fatality in an accident by 50% or more, it was not a safety feature that was standard in automobiles until 1964.\u00a0\u00a0<\/span><\/p>\n

Prior to that, something we take for granted today – safety – was an afterthought in the industry. Many also saw it as poor marketing to advertise that the automobile was in need of safety equipment. In fact, as one US automaker decided to feature safety starting in 1956, their most prominent competitor outsold them by a margin that was triple that of the year before by not promoting safety.\u00a0\u00a0<\/span><\/p>\n

Today, there are safety features that will not even let you drive the vehicle without following protocol.\u00a0 And there are many laws to keep the occupants – and those around the vehicle – as safe as possible.\u00a0\u00a0<\/span><\/p>\n

 <\/p>\n

Anatomy of Demand<\/b><\/p>\n

So many safety innovations are now part of automobiles.\u00a0 In addition to seatbelts, we have simple things such as turn signal indicators and headlights.\u00a0 All the way up to sophisticated safety features like back-up cameras and automatic braking systems.\u00a0 Even convenience features such as \u201cautopilot\u201d have become prominent, or at least automated parallel parking.\u00a0\u00a0<\/span><\/p>\n

It could perhaps be said that the automotive industry has some of the most important innovations in any industry.\u00a0 At the same time, these innovations, like the seat belt, may have been available for many years, but also not available in all vehicles – despite the evidence of safety.\u00a0 At times, it took a law or mandate to make some of these safety innovations<\/a> available in all vehicles.\u00a0 It was not an issue of demand, rather it was differing views in priorities by the manufacturers.\u00a0\u00a0<\/span><\/p>\n

With that, it might be said that it is an industry that is not very innovative, unless there is a demand that can be reinforced by marketing.\u00a0 The sound system, comfortable seats or fun are easier to sell than \u2018safety\u2019.\u00a0\u00a0<\/span><\/p>\n

Meeting Customer Needs<\/b><\/p>\n

If one is flying in an airplane, the \u201cfirst priority\u201d of every crew member is to passenger safety.\u00a0 Probably the greatest customer need in any experience – on an airplane or in a retail store.\u00a0 If you don\u2019t have safety, you don\u2019t have a customer – even if your business is skydiving.\u00a0\u00a0<\/span><\/p>\n

In the last few decades in the automotive industry, there are companies that look to hold the industry accountable.\u00a0 Firms that are externally measuring customer satisfaction with these manufacturers as well and understanding the quality of the vehicles they produce.\u00a0 Consider how complicated an automobile is, it is great that there are companies finding them accountable at such such a level of detail.\u00a0 So much so, that these OEMs use companies like <\/span>Enprecis<\/span><\/a> to proactively measure quality and customer satisfaction.\u00a0 They have helped one manufacturer who had to offer a ten year warranty to even get customers to consider a purchase to be considered a top quality vehicle.\u00a0\u00a0<\/span><\/p>\n

Now, my peers at Enprecis did not make the changes to the manufacturing line, but they found the places – both in the automobile and in the sales process – that would improve perceptions.\u00a0 Ultimately, these OEMs brought forth many of the innovations that have been discovered through their work.\u00a0 Finding the need for features such as bluetooth connectivity, then adapting based on customer feedback which has resulted in the sunsetting of some other features in cars, such as the use of mobile connectivity to eliminate the need for GPS.\u00a0\u00a0<\/span><\/p>\n

What does this amount to?\u00a0 It amounts to a variation of the <\/span>Customer Experience<\/span><\/a> and the building a <\/span>Customer Experience Strategy<\/span><\/a> that looks more at the product.\u00a0 Innovation should be one of the outcomes of CX measurement.\u00a0 It is one of the reasons we have the innovation and co-creation tool in our innovative <\/span>NPS+<\/span><\/a> question.\u00a0 Customer demands don\u2019t always have to be met, but they should be known.\u00a0\u00a0<\/span><\/p>\n

Parting thought<\/span><\/i>:\u00a0 On Thursday, April 29th, I will have the privilege to speak with Dave Girolamo about how OEMs use data in innovation that we will see moving forward in the automotive industry.\u00a0 Be certain to register for that discussion <\/span>here<\/span><\/a>.\u00a0 It will be compelling whether or not you are in the automotive industry.<\/span><\/p>\n

QuestionPro offers some of the most advanced customer experience tools available.<\/strong> Gain valuable insights into your customers\u2019 thoughts and feelings using\u00a0<\/span>QuestionPro CX software<\/span><\/a>\u00a0today.<\/span><\/p>\n

Book Demo<\/strong><\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

A New Safety Requirement Did you know that the safety belt first came into use in 1885?\u00a0 It was to […]<\/p>\n","protected":false},"author":46,"featured_media":116708,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[169,170],"tags":[],"yoast_head":"\nInnovation in unexpected places | QuestionPro<\/title>\n<meta name=\"description\" content=\"Customer demands don\u2019t always have to be met, but they should be known. 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