"We have all the users outside. Why not use them?"
Learning About, From and With Your Customers
by Catharina Larsson (Sweden), Konstantinos Arzanas (Greece) and Claudia Kours (Germany)
In an age where companies are in constant need of innovating and told to ‘let their customers drive’ one cannot ignore the benefits of proactively involving customers in innovation endeavours. This helps understanding the latent needs of your customers which is said to be necessary for innovation success. Each city and region is made up by visitor attractions – one of the main factors drawing tourists to the destination. We are therefore cooperating with the Experimentarium, a science centre situated in Copenhagen, to study how knowledge about and from the visitors can be aquired and utilized in the development process of new interactive visitor experiences. This is not just interesting for other visitor attractions, but for everyone who is thinking about learning from, about and with their customers.