Tag Archives: customer need

To understand your customers needs you must become them

Do you really know your customers? Are you sure you understand their needs, wants, desires and motivations? Most likely you don’t.

Why do I know this? Because most organizations are not designed to ‘become their customers’. For an example of what I mean read this NPR article on how: To Understand Truckers, Two Photographers Become Truckers.

About two years ago, he and his wife Tracey Mancenido, also a photographer, decided to drop their lives, attend a truck driving school, and then hit the road. Tribble, the son of a truck driver, wanted to know more about the elusive culture that moves America — and figured the only way to understand it was to live it.

See that last sentence in bold? The only way to understand something is to live it. Bingo!

We’re in incredibly changing times, your customers wants and desires will also change to another value structure. Instead of assuming their wants and desires will always be the same, think the opposite. Just as the photographer did to understand truckers, you must remove the distance between you and your customers, immerse yourself in their environment and make their needs, frustrations and desires your own.

To discover new opportunities for innovation, you need to get under your customers skin and become them.

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Weekend innovation tip: Obsess about your customer


One of the biggest mistakes businesses make is thinking they know enough of their customers.

It’s like a website, businesses create it based on the features that want it to have but don’t think about what the actual users want. It’s not about what makes you happy, it’s what makes your customers happy. This is what’s called being customer focused and it’s at the core of .

Obsessing about your customer means you need to ‘get into your customer’s skin’, you must become them and make their frustrations your own. In the online world this means extracting insights from website analytics and tools that let you know what’s happening beyond your website.

In the offline world this means using the . Mix these two together and you have a great way to get deep insights into unarticulated needs.

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Let’s say you have a restaurant and your goal is to improve the overall customer experience. You start by asking yourself:

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How do I make a restaurant better? Where do we start?

You don’t start with the restaurant in mind, you start with your customer.

You start by paying attention to what they say and do in the context of your restaurant. You try testing different things, like a different table and chair arrangement to see how they walk through the space, you look for subtle changes in their behavior and make adjustments.

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Sixty Six dvdrip Journal of a Contract Killer ipod Understand you’ll never really understand your customer. Humans are complex and their preferences change in the most subtle ways, being on the constant lookout and anticipating those changes in needs enables us to create a better This Christmas full College Road Trip video customer experience.