Over a third of customers say they would not be loyal to a brand if it weren’t for the brand’s loyalty program, according to Bond Brand Loyalty. Bond also reports 68% of Millennials wouldn’t be loyal to a brand without a strong loyalty program.
The year was 2009 – eons ago in today’s fast paced world. A then great vendor called Attensity hired me to write some thought leadership into the budding world of Analytics (budding as in people noticing, not as in just emerging as you well know). They wanted a series of blog posts that talked to the issues about Analytics that most people were not thinking about – or even considering.
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....
Last weekend was Valentine. Together with many others, my wife and I celebrated the love that has come to define the 25 years that we’ve been together. But as we did, I also started thinking about that “other” relationship you tell me I should have. The relationship with your company. Your brand.
Let's start with some definitions. According to Google, want means to have a desire to possess or do (something); wish for; lack or be short of something desirable or essential. To need something means: a thing that is wanted or required, a necessity or obligation. And a task is something that needs to be completed within a defined period of time.
Companies today spend a huge amount of time, money, and human resources trying to learn about customer needs. They don’t do this for laughs; smart companies do it because they are looking for ways to grow their business. But different types of growth require different inputs from customers; if you don’t know that up front, your efforts can fail at providing meaningful insights.
Is the default condition of showing-up and operating in the business world that of experience blindness? Is the reason that so little progress has been made by so many on customer experience due to this experience blindness? Is experience blindness the cause behind so many workplaces having the same feel as hospitals?
I’ve previously written about collecting jobs-to-be-done from customers. Because I was analyzing a broad topic across the entire innovation lifecycle, it was a good way to get a breadth of insight. However, it doesn’t work as well in the more common situation for product managers and innovators: analyzing a specific flow. In that case, there are three requirements for collecting jobs-to-be-done:
After publishing Latent needs are overplayed as an innovation dynamic, I got a lot of feedback. Plenty of agreement, but also some good counterpoints. And in reading through some of them, I realized that there is something to this. A lot of people are convinced that whole markets are waiting to be built based on people not really understanding their own needs.