Coursera

Customer Centric Innovation (Coursera)

Offered by University of Illinois at Urbana-Champaign,

Successful innovation starts with understanding customer needs and ends with a delighted customer. This course is created to develop a holistic understanding of customers’ role in developing successful innovations and how to capture and utilize customer information to create successful innovations.

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What You Will Learn

The concept of innovation and the critical role customers can play in development of successful innovation
Capture customer information to fuel innovation
Apply understanding of customer needs and the adoption process to identify opportunities for innovation and new product development

Syllabus

WEEK 1
Understanding Innovation and Customer-Centric Innovation
In this module, we will examine the concept of innovation in general and customer-centric innovation in particular. We will start by defining customer-centric innovation, then work towards understanding what is innovation and when does it become successful.

WEEK 2
Innovation Adoption
In this module, we will discuss and understand why new innovations fail, and examine this question from a customer psychology perspective. In doing so we will discuss the psychological barriers to innovation adoption and strategies to overcome such psychological resistance.

WEEK 3
Capturing Customer Needs to Fuel Innovation
In this module, we will discuss tools and techniques that can be used to better understand customer pain points and hence their needs. This module will also highlight issues or drawbacks associated with these techniques or frameworks and discuss ways to overcome these drawbacks.

WEEK 4
Customer Driven Innovation Strategy
In this module, we will introduce the systematic and formal innovation/new product development process, and how customer-centric information can be used to shape this process. We will also discuss how this process works and the factors that can help in developing a more efficient and effective innovation process and the issues that can hurt this process

Go to Class

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