Product innovation is a concept that is becoming increasingly relevant in the digital world. But what does it mean and how can it affect the customer experience? In this post, we will explore the essence of product innovation and how it can radically transform customers’ perceptions of a company.

What is Product Innovation?

Product innovation involves creating new products or refining existing ones to better satisfy customers or win new markets. This may involve new features, designs, materials, or even a complete reformulation of the product concept.
In addition, product innovation can have a significant impact on the customer experience, as better or more advanced products often lead to greater customer satisfaction and loyalty. In fact, a Deloitte study found that companies with a focus on innovation have an average NPS (Net Promoter Score) that is 20% higher than companies that do not. (Source: Deloitte, “Innovation in the Boardroom,” 2020) 


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How to implement product innovation to improve customer experience

Implementing product innovation to improve the customer experience is a critical step that companies must take to remain competitive today. Here are some ways that you can do it:

  1. Analyze customer needs
    Collecting direct feedback from customers to understand their needs and expectations can be an invaluable source of information about what works and what can be improved. Active listening helps identify product weaknesses and opportunities for innovation.
    For example, a company that produces mobile applications might collect feedback on aspects that customers find difficult or frustrating in using the app. Based on this information, you can make changes to the interface to make it more intuitive and easy to use.
  1. Study the market and industry trends
    Using market research and behavior analysis to identify emerging trends and staying up-to-date on the latest industry innovations are both critical when it comes to anticipating future customer needs. Emerging technologies or changes in consumer behavior can often open up new opportunities that you hadn’t considered before. According to a Gartner prediction, by 2024, at least 50% of new digital business initiatives will use product innovation as a key lever for success. (Source: Gartner, “Top Strategic Predictions for 2021 and Beyond,” 2021)
    For example, a company in the apparel industry might monitor fashion trends and consumer preferences to develop new product lines that meet market demands.
  1. Investing in Research and Development (R&D)
    Establishing a dedicated team or collaboration with external partners or suppliers who specialize in research and development is an investment in the company’s future. This can lead to innovative solutions that differentiate from competitors and significantly improve the customer experience.
    For example, a company in the technology sector might invest in R&D to develop new technologies or improve the performance of existing products.
  1. Brainstorming and Ideation
    Don’t be afraid to experiment with new ideas. Iteration is often essential to refining a product and making it truly exceptional. Organizing brainstorming sessions to generate innovative ideas and involving members of different business departments can help you gain a diverse perspective.
    An example would be a company that produces food products. They might experiment with different ingredients or new production processes to improve the taste and quality of their products.
  1. Feasibility and risk analysis
    Assessing the technical, economic, and temporal feasibility of proposed ideas along with identifying and managing potential risks associated with implementing new solutions is a sound basis for making informed decisions about new product innovation ideas. This helps to identify and manage potential obstacles and optimize the likelihood of project success.
  1. Prototyping and testing
    Create prototypes or beta versions of new products or features and then test the prototypes with a pilot group of customers to gather feedback and make improvements.
  1. Effective communication
    Clearly and transparently communicate the introduction of new product innovations to customers, emphasizing the benefits and new features that enhance the customer experience.
  1. Performance monitoring
    Metrics and key performance indicators (KPIs) help assess the impact of innovations on business results. Once data is collected, you can adjust your business strategy based on the results obtained.
  2. Continuous Cycle of Innovation
    Innovation is not a one-time event, but an ongoing process. Keep looking for new opportunities and improvements. Implementing product innovation requires commitment, resources, and a mindset that is open to change. And, a good customer experience and innovative products can be critical to a company’s long-term success. A survey by PwC found that 68% of successful companies attribute their market leadership position to product innovation. (Source: PwC, “Innovation Benchmark,” 2020)


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How to improve the customer experience? 

To enhance the Customer Experience, it is essential to adopt a continuous, holistic approach that involves all departments and levels of the company. To achieve concrete results, such as customer loyalty and business growth, you must incorporate key strategies, such as: 

  1. Deep customer knowledge:
    Collect and analyze customer data to understand their needs, preferences, and behaviors including through surveys, feedback, and online behavior analysis to gain valuable insights.
  1. Personalized interactions:
    Leverage the data collected to provide tailored and relevant experiences to each customer, such as by suggesting products or content based on their historical preferences. During this step, aim to make the interaction more intuitive and accessible, simplifying the purchase or service process through fewer steps and greater clarity in the process.
  1. Provide timely and effective support:
    Providing timely and effective support is a key element in building customer trust and ensuring that they have a positive experience with the company. This can greatly influence their perception of the brand and their propensity to return for further purchases or services.
  1. Create omnichannel experiences:
    Ensure that the customer experience is consistent across all interaction channels (online, offline, mobile, social media, etc.) and allow customers to easily switch between channels without losing information.
  2. Customer-Centric Culture:
    Create a customer-centric corporate culture to help build and maintain lasting relationships with customers. When customers’ interests and needs are at the center of every business decision, it creates an environment where customer satisfaction is prioritized and positive results naturally follow.

Thus, optimizing the customer experience implies constant attention to detail, from the initial interaction to the conclusion of the transaction. A tangible example of this transformation is billing and subscription communications, which often still occur in paper form. These can be reinvented into digital, interactive, and highly personalized messages.
Through Doxee Pweb® technology, you can create tailored microsites, enabling customers to access their data, view invoices, and drill down into the details of their subscriptions. By introducing personalized video through Doxee Pvideo® technology, users can access it directly from the email that contains the invoice. This personalized video not only provides detailed information, it also guides users in specific actions, such as participating in loyalty promotions or seizing upselling or cross-selling opportunities.
At the conclusion of the journey, your users enjoy an experience that is intuitive, engaging, and highly personalized.

The link between product innovation and customer experience 

Product innovation and customer experience are two key elements for the success and sustainability of any modern company. But how are they connected?
Product innovation goes beyond simply creating new items or services. It involves the ability to anticipate and meet the changing needs of the market by offering creative, cutting-edge solutions. However, the real challenge lies in ensuring that these innovations translate into a tangible impact on customer satisfaction. This is where customer experience (CX) comes in. An outstanding CX is not just the result of a great product, but how that product is presented, distributed, and supported. When product innovation is aligned with customer expectations and needs, this helps create a deep and lasting bond. Customers not only appreciate the product itself, but the company behind it, which demonstrates a genuine commitment to providing valuable solutions.
A tangible example of this connection was shared during the latest Doxee Digital Club meeting. Together with Valerio Villani, Manager of Customer Base and Digital Solution at Fastweb, one of the leading telecom operators in Italy, we helped develop a new customer app. Key to this process was a laser focus on the connection between product and customer experience in the context of an increasingly digitization-driven market, as the Telco market is today.
Also during the meeting, we talked about how successful companies distinguish themselves through their commitment to product refinement, emphasizing the importance of a meticulous approach during the development process. It became clear that the product remains a key pillar in creating a memorable customer experience, reaffirming the close interconnection between product and customer experience.
Therefore, the experience of a product cannot be separated from the customer’s overall experience with the brand. This broader approach allows the customer to be guided through a complete path of interaction, enhancing the overall experience. Fastweb’s experience is a tangible example of how the synergy between digital product development and customer focus can be successful in today’s market.  In fact, 73% of companies in the technology sector believe that product innovation is critical to their success. (Source: BCG, “The Most Innovative Companies 2021,” 2021)

Ultimately, a company’s success is based not only on the ability to create innovative products, but on how those innovations translate into a memorable customer experience. This synergy between product innovation and customer experience is the beating heart of a thriving business in today’s competitive landscape.


Product innovation is more than just an upgrade or a new feature. It’s the engine that drives companies to push the boundaries and deliver incredible experiences to their customers. Investing in innovation not only improves the customer experience, but can also lead to a significant competitive advantage in today’s market. So, don’t hesitate to put innovation at the heart of your business strategy—the results may surprise you.