Netflix has long been known to use algorithms to predict what you may want to watch based on what you have viewed in the past. It now also customizes the artwork shown for each recommendation, based on the customers most-watched genres. Netflix is one of many companies focusing on personalization as potential profit. This personalization allows CIOs to directly engage with the customers they are trying to sell to; this direct interaction allows for new opportunities to innovate.
A simplistic approach is to directly engage customers in the innovation process in order to understand their demands and increase the likelihood of success. The more complex answer is to create a comprehensive approach, differentiate customers and limit direct engagement to ensure accuracy without becoming intrusive. This can be accomplished using personalization, crowdsourcing and listening to the voice of the customer.
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