10 types of innovation

Doblin, Inc. an "innovation strategy" firm in Chicago has a matrix of innovation types on their site. It's organized into 4 categories with examples for each type. Under the category of Delivery:

10. Customer experience
How your customers feel when they interact with your company and its offerings Harley Davidson has created a worldwide community of millions of customers, many of whom would describe "being a Harley Davidson owner" as a part of how they fundamentally see, think, and feel about themselves.