For an innovation to be advantageous, it has to be built with customer satisfaction as its end-result; it has to perfectly meet the specific requirements of a particular group of customers. Simply put, it has to sell. If a service is not useful, it doesn’t matter if it’s available via mechanical drone or machine-learning-enabled chatbot – it’s still a failure.
For an innovation to be usable, it has to create immediate value for the target audience and be delivered through a user-friendly interface across the right channels. For some services, that may mean omni-channel delivery with seamless connectivity. Other services may require contextual availability through a limited number of channels.
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