See on bhc3.com
- MAAW’s Blog: Systems & Design Thinking: A Conceptual … (serve4impact.com)
- Designing for Growth: A Design Thinking Toolkit for Managers (Columbia Business School Publishing): Jeanne Liedtka, Tim Ogilvie: 9780231158381: Amazon.com: Books (serve4impact.com)
- Design is the Problem – Nathan Shedroff ” Design Thinking @ Haas (serve4impact.com)
- Gamestorming ” Design Thinking @ Haas (serve4impact.com)
- 2012 Business weapon of choice: Design Thinking | d.studio (serve4impact.com)
Tags: Because i like to share again and again, Customer centricity, Customer service, Design, Design thinking, Listhings, Recovery and the way out of the crisis, recession and depression, Social CRM and social business, spigit, Steve Jobs, Twitter, Vision, visionaries, vision things, trends
- Brian Solis Heads to Altimeter Group (mediabistro.com)
- How social media shaped my startup (toddstechtalk.wordpress.com)
- Social CRM – Getting Down to Reality (serve4impact.com)
Tags: Altimeter Group, Because i like to share again and again, Brian Solis, Business, Customer centricity, Engage: The Complete Guide for Brands and Businesses to Build Cultivate and Measure Success in the New Web, Management, Organizational Change, Social CRM and social business, Social media, Vision, visionaries, vision things, trends
Limited to the enterprise level and not the consumer network is a minor flaw. Any, interesting enough to frame the concept, connect to it and act accordingly.
The difficult thing about designing for experiences in services is that it requires a tight integration across traditional organisational silos, and requires a different way of thinking at all levels of the organisation. In the following diagram, I have divided the experience-centric organisation into three interlinked elements, as summarised below.
Read the whole story at Service Innovation » Blog Archive » The experience-centric organisation
- FEATURE: Times are a-changin’ for customer communications (ecmplus.wordpress.com)
- What flavour of customer centricity are you practicising? (thecustomerblog.wordpress.com)
- Innovation is key to becoming a ‘people-centric’ business (blogs.cisco.com)
- The Silo Effect – Communications (tammipeters.com)
- Customer Centric Organisational Blueprint (customerthink.com)
- Innovative Leadership through Employee Engagement (benefitpoint.wordpress.com)
- John Tropea: You can still have silos and be connected (johntropea.tumblr.com)
Tags: Because i like to share again and again, Business, Customer, Customer centricity, Customer experience, Employment, Front Office and Customer Service Operations, Knowledge management, Performance management, Information silo, Organization, Robert Heller, Social CRM and social business, Vision, visionaries, vision things, trends
- Why you can’t get traction driving customer-centric change (customerthink.com)
- Does Your Customer Feedback Process Say You’re Customer- or Company-Centric? (customerthink.com)
- Customer Centric Employee Engagement (customerthink.com)
- The journey toward customer-centricity (customerthink.com)
Jul. 20, 2009
Customer Experience Research & Customer Outcomes
By Lynn Hunsaker, ClearAction
If the “customers’ jobs-to-be-done” concept is becoming embraced as an essential for successful innovation, why is it largely ignored for monitoring of customer experience and satisfaction? Customers’ jobs-to-be-done (desired outcomes) are the customer’s viewpoint of functional and emotional needs to be fulfilled. Hence, the solution a firm sells is a means-to-an-end, simply a tool meant to enable the customer’s desired outcome from the points of need awareness through need extinction.
“For any given job, customers collectively apply 50 to 150 metrics to measure how well the job is getting done”, says Anthony Ulwick in his book What Customers Want. “Only when all the metrics for a given job are well satisfied are customers able to execute the job perfectly. Figure out which of the 50 to 150 outcomes for a given job are important and unsatisfied and then systematically devise a few ideas that will better satisfy those underserved outcomes.”
Good customer-jobs-to-be-done research for innovation purposes reveals precise customer wording for measures of satisfaction and promoter behavior. What better way can there be to craft the most meaningful monitoring surveys? Start with the customers’ desired outcomes as the survey questions. You may not need to ask customers specific questions about product and service features if you have well-correlated data from your initial research on the linkages between the elements of your organization‘s solution as a means-to-an-end and the customers’ desired outcomes.
Use of customer-jobs-to-be-done findings for all customer experience management activities could solve these widely reported challenges:
Monitoring customers’ desired outcomes is a lot safer than monitoring satisfaction with features. Astute managers know that over-focus on satisfaction can lead to blind spots unless it’s combined with diligent monitoring of the competitive landscape. However, “it is important to remember that the customers’ outcomes are stable over time,” says Ulwick. “What does change is the degree to which these outcomes are satisfied by new technologies and product and service features.”
Indeed, monitoring of customers’ desired outcomes may be more eye-opening than traditional satisfaction surveys, as focus on outcomes maintains management’s attention on competition as the customer sees it. Customer choice is not always among similar-feature-offerings, but rather, it is among similar-outcome-offerings.
In a 2009 CMO Council study, Turning Customer Pain Into Competitive Gain, two-thirds of companies self-report they don’t have a high commitment to customer listening, and the same number don’t look for ways to convert problems into opportunities. Clearly, a competitive advantage exists for organizations that monitor the right things right, and take action accordingly.
Related articles by Zemanta
- Customer Experience Innovation Involving Everyone (fredzimny.wordpress.com)
- 7 Habits And Barrier Of Customer Based Company.Dasmr (slideshare.net)
- How Integrated Are Your Customer Experiences? (blogs.harvardbusiness.org)
- All Customers Aren’t Created Equal (workconnexions.com)
Tags: Anthony Ulwick, Business, CRM and Web 2.0, Customer centricity, Customer experience, Customer relationship management, Customer Service Management, customerservice, Front Office and Customer Service, Front Office and Customer Service Operations, Knowledge management, Performance management, Innovation, Marketing, Organization, Social CRM and social business, Trends, Vision, Vision, visionaries, vision things, trends