Because the world today is changing rapidly, consumer demand is more fragmented and constantly shifting. That’s why CIERRA™ is following a market back approach where the customer is at the center of our innovation development process.

From the front end to explore market potentials and customer needs to product commercialization.

Our first step is to exchange with our customers to better understand their pain points.

It can be through:

-           Customer interviews with different functions such as R&D, product manager, marketing, production, Technical service, … to collect unmet needs

-           Brainstorming session between SCG team and the customer to exchange about potential concepts

-           Customer showing samples illustrating the issue
As Bill Gates said “Your most unhappy customers are your greatest source of learning”, it’s indeed our greatest source for innovation.

Then during the development process, engagement with the customers is critical to evaluate our concept and finalize the solution which will meet the customer requirements.

“Solution” means not only offering a high performance product. It means as well a quality product in the right packaging with the required services to support the customer and ensure that this is a sustainable solution.

We believe that this approach is the best way to develop a solution which will meet the customer expectations and anticipate his future needs.