What’s the difference between the way customers volunteer feedback versus the way they’re requested to give feedback? One revolves around outcomes in the customer’s world, whereas the other revolves around customer satisfaction enablers in the company’s world. True customer-centricity requires primary focus and decision motivations be centered on the customer’s world, rather than the company’s.
What Are “Outcomes” in the Customer’s World?
The concept of customers’ desired outcomes throughout the customer experience originated in innovation literature when Clayton Christensen wrote his book, The Innovator’s Dilemma, explaining that customers “hire” a product or service to get something done for them. When we understand the circumstances motivating the customer to hire a product or service, then we gain insight into the customer’s jobs-to-be-done.