Key Customer Characteristics For Customeroriented Innovation In Australian Financial Services Industry | Ian Alam

Recent studies have confirmed the problem of high failure rate of new services. Involvement of customers in service innovation process is crucial for developing successful new services. Customer characteristic is one key issue in customer involvement tasks. Therefore, the objective of this research is to investigate the type of customers that should be considered for involvement in new service development. The main thesis of the study is that customers should be selected carefully for the involvement purpose. Field interviews were conducted to collect data about customer characteristics considered by the managers for involvement. The findings support the thesis and provide useful insights for the managers attempting to develop successful new services.