What is disruptive innovation?On November 30, 2021 by blog-admin
Disruptive innovation can be defined as a process that transforms a product or service, making its original version obsolete and also impacting the behavior of its consumers.
Examples of disruptive innovation can be seen in the way we currently consume and contract services for movies, music, food delivery, hotel reservations for travel, financial services and products, among others.
What is disruptive innovation?
Disruptive innovation is defined as a process by which an existing solution is transformed, generally with the help of technology.
The idea is to modify products and services, to make them more economical, accessible and simple to be consumed.
Disruptive innovation directly impacts the results delivered to customers, consumer behavior and makes the previous version obsolete.
How did the concept of disruptive innovation come about?
The term disruptive innovation was created by Clayton Christensen , a professor at Harvard University.
For that denomination, Christensen was inspired by another concept of the Austrian economist Joseph Schumpeter, which was “creative destruction” That, in turn, was used to explain the cycles of a business, where the previous conception was destroyed with each new industrial revolution or technological, bringing innovations.
Christensen took advantage of that same principle and popularized the term “disruptive innovation” in an article published in 1995 called “ Disruptive Technologies: Catching the Wave ”, and later explained it further in the books “ The Innovator’s Dilemma ” and “ The Innovator’s Solution. ”.
What is incremental innovation?
Incremental innovation is a process that promotes the improvement of a product or service, but not to the point of making its original version fall into disuse .
The proposal is just to add some extra value or something that customers already use, through the improvement of a process or technology.
Contrary to disruptive innovation, incremental innovation does not destabilize markets, does not give rise to new solutions, or modify consumer behavior.
What is the main characteristic of a disruptive innovation?
One of the main characteristics of disruptive innovation is the improvement of processes with the delivery of more current and appropriate solutions for the reality and needs of customers.
In addition, disruptive innovation is also evolutionary, its focus is on improving the customer experience , generating new value to the existing product or service, and being sustainable in the long term.
What are the impacts of disruptive innovation?
Disruptive innovation causes an impact in the market in which it is immersed and in the routine of its target audience. Because the way products and services are consumed changes, it is quite common for previous models to cease to exist, directly affecting the profitability of various businesses.
For customers, solutions that go through disruptive innovation processes allow them access to products and services that were previously available only to a restricted portion of consumers.
What is the importance of disruptive innovation for companies and customers?
Disruptive innovation is important, both for companies and their customers. Among the different reasons are:
- delivery of more accessible solutions, expanding the public served;
- more convenient and low-cost products and services;
- generation of more value to the business;
- delivery of scalable digital solutions;
- increase in the power of attraction, loyalty and competitiveness of the brand.
Also read : Customer obsession: culture of innovation told by leaders.
What are disruptive ideas?
Starting from what is disruptive innovation, it is understood that disruptive ideas are those that modify the way most people think .
They can be those that break characteristic patterns of an era or a nation, even generating important revolutions for the benefit of many.
What is a disruptive business?
Disruptive businesses are those that break the normality model known – until then – by the market and its public. They promote the creation and delivery of new solutions.
Examples of disruptive businesses include companies like Uber, which changed the transportation market in various places.
Also read: How fast growing digital native companies can innovate and evolve?
Disruptive businesses can also be seen in other segments, such as financial products and services, retail, hospitality, movie and music streaming, education, among others.
What is the influence of disruptive innovation on customer service?
In customer service, disruptive innovation can be seen in the modernization of processes, such as the inclusion of new technologies to engage with the public.
For example, WhatsApp , a messaging application, is a disruptive business model that has changed the way people talk on a daily basis. This solution was incorporated by companies and became an important customer service channel.
Also read : Five Messaging Best Practices for Customer Service .
For this solution to be even more complete and easy to use, it is important to integrate it with other service channels and, in this way, offer omnichannel service .
In addition to establishing more fluid and direct conversations with your clients, the correct tools optimize the work of your agents, further improving the service provided.
Zendesk’s comprehensive customer service solution is a good example of comprehensive, easy-to-use customer service software.
- Promotes attention;
- facilitates integration with clients;
- increases the efficiency of agents;
- improves management and much more.