Companies focusing on innovation related to product enhancement and experiential factors are associated with the Customer Intimacy innovation zone. This zone emphasizes innovations such as product enhancement, experiential innovation, line-extension innovation, and marketing innovation, all aimed at improving customer interactions, product features, and the overall experience provided by the product rather than just its functional attributes

. Specifically:

• Product enhancement innovation involves refining and improving the product’s features and quality to add value and meet customer needs more precisely.
• Experiential innovation centers on the experience customers have with the product or service, often enhancing emotional connection and satisfaction through personalization and improved interactions

This innovation zone focuses on getting closer to customers by enhancing the finer details of the offer and the experience surrounding it, rather than just the core product or operational efficiencies