Interacting directly and consistently with customers

Tapping customer creativity is a tool to help negotiate new products with customers. It is the kind of process that reinvents the future. For instance, customers were not even aware of the possibility of a Walkman. Only an intense negotiation between top management, manufacturing and customers could have created it. Customer interaction can be induced by the following: • Management by Walking Around (MBWA) is the most appropriate way to ensure that the customer’s voice is built into products and processes. • Advisory committees of opinion leaders can be an effective method of keeping one’s finger on the pulse of public opinion. • Focus group interviews enable customers to explore ideas with skilled facilitators, trained to go below the surface of suggestions and complaints. Asia Brown Boveri (ABB) regularly involves shop floor workers, marketing executives and customers in an annual process of negotiating the future.