customer needs

Two Cases of Job-to-be-done Driven Design

In doing some reading this morning, came across a couple examples of practitioners with a customer-centric orientation emphasizing the job-to-be-done. They come at it from different angles, but share the essence *first* understanding what the customer is trying to get done first, *then* getting down to design and development.

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Service Is Going the Extra Mile

Something caught my attention in the results of two automotive service studies we just completed. It was the substantial impact of perceived extra effort in the service process on customer satisfaction & loyalty. In a study on getting a vehicle serviced, whether the service centre “went the extra mile” was the third most important driver of customer satisfaction and loyalty – out of more than 60 specific needs, mind you.

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What Do You Mean Customers Don’t Know What They Want?

If I’d asked customers what they want, they’d have said more convenience and relevance.

Look familiar? I’ve riffed on that Henry Ford quote about faster horses, yada, yada. It’s not too far off from what customers would theoretically have been seeking in faster horses.

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Net Promoter Score Is a Window Into Jobs-to-be-done Fulfillment

I’m a big advocate for better understanding customer needs, particularly in the jobs-to-be-done form. Companies should spend more time on this, instead of the all-too-common approach of implementing someone’s vision in a near vacuum. Although I admit it isn’t easy to do. Focus groups are a start, but are both logistically and financially hard to scale, and fraught with their own issues. So the state of getting customer insights is still fairly immature.

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Customer Experience Lessons from Peripheral Sparring

What on earth can something called "peripheral sparring" teach us about the customer experience?

If you've followed this blog for a while, you know I have two sons in Taekwondo. I've shared lessons from their Taekwondo classes in the past, but it's been a while. Recently, their Master Instructor introduced this new concept, and I sat there thinking, as I usually do, "Hmm. I can totally relate this to customer experience.

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Is This the Most Serious Misunderstanding Plaguing Customer-centricity?

Misunderstanding, reality and narrative

There are so many misunderstandings around customer-centricity that it is hard for me to know where to start. In this post, I want to deal with a particularly dangerous and widespread misunderstanding. 

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Why Your Organisation Is Not Customer-centric even if It Is Customer-centric

This is a long post and a philosophic one so you might be better off doing something else unless you have an avid interest in customer-centricity and getting to grips with it. Furthermore, you might not like what I share here. It may disturb you and you find yourself annoyed even angry at the nonsense I am speaking. You are warned, now let’s begin.

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Putting the Customer at the Center of Every Conversation

You know the drill: Put the customer at the center of every conversation and every decision made by your company. How many companies are really doing this?

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giffgaff: How to Generate Delight and Advocacy without Spending a Fortune

Occasionally I come across a brand, an organisation, a bunch of people who get it, who practice it as opposed to talk about it. Who am I talking about? I am talking about giffgaff – a mobile virtual network operator that works off / is tied to the O2 network in the UK. giffgaff is unusual/innovative as a brand/organisation and I have written about giffgaff here and here. You should know that my family and I are members/customers of giffgaff.

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Building the Button to Nowhere

Have you ever heard of the Bridge to Nowhere? I think most of us have; if you haven't, you will momentarily.

I recently discovered the Button to Nowhere. Have you ever had this happen while using a software platform or a mobile app: You click on a button that seems clearly and intuitively labeled, fully expecting it to do one thing and, instead, it did something else?

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