I have worked in many organizations where the customer was at the center of our business strategy. We segmented them by things like, “white, male, 35”. We sometimes went a step further and gave them a name – Sally the Soccer Mom was my favorite. But all of our analysis came from within our organization. […]
How to use your Customer’s Point of View to Inspire Design Thinking Read More »
Celia and Joseph came back to the workshop after lunch filled with customer information. They had been instructed to dig into their customer’s point of view and their emotional measures of success, what made them feel good about working through their tasks. The topic had been presented during the customer empathy discussion that morning. The teams
Do You Care about Your Customer’s Point of View? Read More »
This week I participated in a virtual dementia tour where I quite literally walked in the shoes of seniors with dementia. Having spent a lot of time in the last few years visiting seniors in their homes, many of whom had this debilitating disease of aging, I thought I had a pretty good idea what
How … and Why to Build Empathy for your Customers Read More »
Celia entered the room where their customer discovery workshop was being held. She hadn’t been able to sleep last night. She was filled with excitement for the innovation journey ahead but she also was worried – was this approach going to work? Would building empathy for their customers lead to new innovative ideas? Or would
Developing Empathy through Customer Interviews Read More »
Your customer has a task they are trying to accomplish. For example, a dad buying a minivan wants to safely deliver his daughters (and all her friends) to their activities and back home again. When that dad comes to your car lot, that is his job-to-be-done. Yet many businesses treat that customer as if he
The Customer’s Job-to-be-Done Read More »
I love the word discovery. To me, it conveys uncharted territory and exploration. If I seek to discover, I have a mind open to new ideas, and I expect to be surprised by what I find. Add the word “customer” before discovery and I am poised to learn extraordinary things from my customer. While a
Customer Discovery and the Beginner’s Mindset Read More »
Kim, Jack and Celia were planning their customer deep-dive workshop scheduled for this Friday. They would spend the morning learning how to interview and observe customers, and then at lunch, conduct a few interviews to put their new skills in practice. “What will we do with the information we collect?” asked Jack. “How do we
Exploring Customer Job-to-be-Done Read More »
Celia was at her desk late that night. She was full of ideas for how to implement their winning innovation challenge, but she knew that starting with a solution was the wrong way to go about it. As the leader of the team, it was important that she set the right expectations for the project.
The Beginner’s Mind Read More »
In 2004 I was the co-founder of a business at Hewlett Packard that crafted a customer experience from the ground up. Granted, I worked with some of the best experience designers in the world – Dreamworks Animation – who taught me a great deal about delivering an exceptional experience. They taught me how every detail
How Exceptional is your Customer Experience? Read More »
As operations manager, Celia’s responsibilities included customer service and the customer call center. Her customer service department often delivered delightful experiences to their customers, and she loved being in the driver seat. However, when one of her peers from the leadership team mentioned customer experience, they assumed that only her service department was responsible for
Designing Customer Experience Read More »