Reason #1: Why Companies Improve Things Customers Don’t Care About…
1. The Absolute Winner: “What Can Customers Really Teach Us?”
True story, I actually heard a very senior executive from a company celebrated for its “open innovation” capability tell me this personally: “What can customers really teach us?” He went on to explain how most of their new products came from studying adjacencies from other industries or from open innovation contests promoted globally.
Hey, I get it. We can’t expect customers to tell us how our technology or services could be enhanced to create new products or services. As someone once said, “If Henry Ford had asked customers what they wanted, they would have said ‘faster horses.’” But let’s hold those horses for just one minute. Certainly it’s our job to understand how our technologies can engineer solutions that customers could not describe, but isn’t it also our job to shape those solutions through the lens of how a customer sees it? Experiences it? Evolves it? And perhaps, if we let them, co-create that solution with us?
Now there’s an idea.
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The Top 5 Reasons Companies Improve Things Customers Don’t Care About:
- Reason #2: The “Means” Becomes The “End”
- Reason #3: The Trap of the Top Right Quadrant
- Reason #4: The Researcher’s Unspoken Compromise
- Reason #5: The Folly of The Obvious
- Five Ways to Avoid Common Pitfalls when Determining CX Improvements