1-Customer-Centricity
| 2-Innovation Enablers
| 3-Creativity Tools
| 4-Brand Promise
1-It's All About Customer-Centricity
Customer Priority Precision
What do customers buy? Outcomes. Any purchase is a means-to-an-end for the customer's desired outcome.
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.
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.
By really understanding customers’ jobs-to-be done, constraints, work-arounds, hassles, and other elements of their world, new insights emerge for superior alignment with customers. Adopt the customers’ jargon — don’t make them adopt yours. Cater to the customers’ world — don’t make them cater to yours. Your jargon and world are customer satisfaction enablers, or a means-to-an-end toward customers’ desired outcomes. The jobs-to-be-done — or customer experience outcomes — are the direct link to re-purchase behavior and propensity to recommend a brand. In the end, it’s only the outcomes that matter.
1-Customer-Centricity
| 2-Innovation Enablers
| 3-Creativity Tools
| 4-Brand Promise
