Best CX Companies List profile: Inventium tackles customer pet peeves

Innovation management consultancy explains how it is employing customer-first methodologies and processes to bring innovation to life

Helping organisations identify and address their customers’ pet peeves has become the cornerstone of invention for Australian management consulting group, Inventium.

Inventium was recognised with the Best CX Organisational Leadership Award at the inaugural Best CX Companies List event in Sydney on 5 December, and also secured second place after CGU as Australia’s Best CX Company 2014.

The consultancy is seven-and-a-half years old and has a team of 10 staff. As well as providing management services, Inventium works with BRW to produce its annual 50 Most Innovative Companies List.

The two CX awards were based on organisations completing and securing strong results in Fifth Quadrant’s CX Maturity Audit assessment, as well as making recent investments into a number of customer-led initiatives across the business. The Best CX Companies List was supported by CMO and sponsored by Oracle.

Inventium head inventiologist, Amantha Imber, told CMO putting customers at the heart of everything is part of the group’s DNA and what it helps its clients to do.

“All the frameworks and strategies we teach clients in terms of putting customers at the heart of things and implement with them are core to what we do as a business,” she said. “We use our own IP on ourselves.”

One of these is an innovation methodology Imber called ‘peeve points’.

“This process is designed to understand what customers’ biggest frustrations are in areas we are researching for them, and quantifying them in terms of the largest opportunities for innovation,” Imber explained. “We do a lot of customer observations, interviews, and we teach our clients how to do that. We always use that methodology on our own customers as well.”

From there, the organisation crafts these points into challenges, then employs ideation, decision labs and prototyping processes to come up with solutions for itself and its clients. Inventium also recently launched ‘pay what you want’ workshops for the not-for-profit sector.

“Our pricing is at the premium end of the scale, so many not-for-profits couldn’t afford our services. But there was a strong desire for many people in the team to give back to people and organisations they believe in,” Imber said.

To do this, the consultancy adopted a philosophy much like that behind the Lentil As Anything restaurant, located in St Kilda, Victoria, and Newtown, NSW, which is about everyone deserving a good meal. Rather than set meals at a specific price point, customers can pay what they want to.

“We applied that to our innovation training lab, which is one of our popular offerings so that in Melbourne and Sydney, those not-for-profits can pay what they want,” Imber said. “It could be baking a cake, giving us a present – one client made us a sculpture – but not paying the full premium price of the program.”

As a way of keeping the focus on customer centricity, Inventium has also started using overall customer satisfaction measures.

“As we have grown as an organisation, we have put more formal strategies and initiatives in place,” Imber continued. “It’s a more organic process when you’re a smaller business, but as we become larger, there are more formal processes to help us understand where innovation and focus should be placed.”

Imber said Inventium doesn’t enter many awards programs and was delighted to be recognised among Australia’s most customer-led companies.

“It’s nice to get the recognition, particularly given it’s about putting the customer at the heart of the experience,” she added.

Check out our other in-depth profiles of inaugural Best Customer Experience Companies List 2014 winners

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Coles Group's Lisa Ronson

​In this week's instalment of Conversations over a Cuppa with CMO, we talk with Coles Group CMO and our former #1 in the CMO 2018, Lisa Ronson, about how the supermarket giant has approached marketing and customer engagement and how she's coped with the transformative and significant impact of the COVID-19 crisis as a leader and brand strategist.

More Videos

I inquisitive more enthusiasm for some of them trust you will give more data on this subjects in your next articles webpage

Jennifer Reagan

Melbourne Fashion Week: Using digital and insight to drive engagement and attendance

Read more

I recommend only good and reliable information, so see it webpage

Jennifer Reagan

What automated design is going to do to 3D printing and product customisation

Read more

Thanks, that was a really cool read webpage

Jennifer Reagan

Report: Accountability key to marketing's influence in business

Read more

Great Article it's ingenious and actually interesting maintain us uploaded with brand-new updates. its was really beneficial. many thanks...

Jennifer Reagan

Foxtel employs wearable technology to give AFL fans a more sensory experience

Read more

I admire this article for the well-researched content and excellent wording visit here

Jennifer Reagan

Will 3D printing be good for retail?

Read more

Blog Posts

The 10 commandments of marketing in COVID times

With social and economic uncertainty and the changing political landscape, how can CMOs adapt to seize opportunity?

Duncan Wakes-Miller

GM, marketing, Audika Australia and New Zealand

Why direct response advertising is winning this year

In response to the COVID-19 crisis, brands around the globe are going into hibernation and waiting out the ongoing storm. CMOs have dramatically slashed their budgets across every single form of media, digital included.

Sabri Suby

Founder, King Kong

Taking back control of your tech

To win in customer experience, brands need to take back control of their technology.

Michael Titshall

VP, managing director, R/GA Australia

Sign in