Building the Innovation Muscle for Customer Well-Being and Well-Becoming

This chapter explores customer-centric strategies for increasing market attractiveness through innovation. First, we revisit the role of customer satisfaction in ensuring a long-term competitive advantage, highlighting its limitations in the context of modern economies characterized by rapid change and external shocks. We introduce the concept of customer well-becoming, defined as the flow of occurrences that make the customer better off, and argue for its integration into business strategy alongside customer well-being. The chapter also discusses the role of technological advancements, particularly AI, in balancing customer well-being and well-becoming, and the importance of stakeholder engagement and ecosystem collaboration.