Promoting ‘innovation instead of iteration’ is a pious wish, as long as I, as a developer, have a blinkered attitude towards my work. Successful innovations are defined according to the customer’s viewpoint and the relevant customer benefits.

Customer feedback to support innovation can be used very quickly and efficiently. Sometimes the developer requires only a quick look through someone else’s eyes, and they say: “Oh! If only I had known….” Inspiration is the spark that brings knowledge and experience to light. This is a very good example of really ‘low-hanging fruit’ in the art of customer experience management.