customer needs

Are You a One-Night Brand?

Imagine the following situation.

A man sees an attractive woman at a party. They talk and decide to have a few dates. After giving all the right signals for being a loyal, caring, trustworthy and relationship-oriented guy, he convinces her to spend the night. The next day he is gone and when she calls, it is clear he doesn't want to speak to her....

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Desired Outcomes Matter

What happens when we really understand our customers' desired outcomes or the jobs they are trying to do?

Something pretty incredible happens!

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Faster Horses... and Customer Outcomes

Are you asking your customers the right questions?

We all know the Henry Ford quote that goes like this:

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How Can We Develop Strong Customer Relationships?

How do you develop customer relationships that are strong and sustaining? How do you connect with people in meaningful, valuable ways? My new video in the series, Denise Lee Yohn Answers Your Brand-Building Questions, tackles this topic — take a look:

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Customer Journey Mapping Is Great as Long as You Really Understand the Needs of the Customer

Knowledge@Wharton and Dell Digital Business Services have got together to publish an excellent analysis showing the importance of customer journey mapping,

This is a summary of the thinking and this is the detailed report.

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Outside-In vs. Inside-Out Thinking

In the world of customer experience, what's the difference between outside-in and inside-out? 

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The Why (And Why Not) of Customer Journey Mapping

If you and I communicated recently (say, last 1-2 years) in any way – talked, emailed, came to a panel or keynote of mine, or are just lucky enough to be my client – you know how much I — er, “love” customer journey mapping (CJM).

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Avoiding Innovation Errors Through Jobs-to-be-done Analysis

The lean startup movement was developed to address an issue that bedevilled many entrepreneurs: how to introduce something new without blowing all your capital and time on the wrong offering. The premise is that someone has a vision for a new thing, and needs to iteratively test that vision (“fail fast”) to find product-market fit. It’s been a success as an innovation theory, and has penetrated the corporate world as well.

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Erich Fromm on the Central Challenge of Cultivating Meaningful Relationships with Customers

What Is The Central Challenge Of Building Meaningful & Profitable Relationships With Customers? Is this challenge about opening up 24/7 access to your business through any and all channels? Is it about coming up with new products and services that attract customers like bright lights attract moths at night-time? Is it about taking out costly, unpredictable, unreliable human beings and replacing them with technology? 

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Cultivating Goodwill Involves More Than Reducing Customer Effort

Is the access to building meaningful relationships with customers merely a matter of improving the customer’s experience of your organisation by making it easy for the customer to do business with you?

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