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Customer needs
 

Customer needs

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Part # 1: Needs that people have.

Part # 1: Needs that people have.
Part # 2: Possibilities to discover needs people have.
Part # 3: Who are the customers?

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    Customer needs Customer needs Presentation Transcript

    • Customer needs
    • Part # 1 Needs that people have. Part # 2 Possibilities to discover needs people have. Part # 3 Who are the customers?
    • Part # 1 Needs that people have
    • Alderfer 3 human needs Maslow 5 human needs Self-actualization needs Growth Esteem needs Relatedness Belonging needs Safety needs Existence Physiological needs http://www.jblearning.com/samples/076373473X/3473X_CH02_4759.pdf
    • http://www.psychologytoday.com/blog/positively-media/201111/social-networks-what-maslow-misses-0 When belonging to someone or something is the driving force of human behavior, Maslow’s model needs to be redefined.
    • 9 human needs Have Do Be 9 Freedom Equal rights. Choose, be different from, disobey. Open-minded, confident. 8 Identity Language, symbols, historical memory, reference groups, habits, values, Get to know oneself, decide who we want to be. Sense of belonging, self esteeem. 7 Creation Methods, skills. Create, compose. Passionate, imaginative, curious. 6 Leisure Peace of mind. Play, dream, relax. Imaginative, humurous, sensual. http://www.alastairmcintosh.com/general/resources/2007-Manfred-Max-Neef-Fundamental-Human-Needs.pdf
    • 9 human needs Have 5 Participation Responsibilities. Do Be Share. Dedicated. 4 Understanding Education sites and educators. Educate. Curious. 3 Affection Friends. Love. Affectionate. 2 Protection Insurance. Cure, prevent. Caring, adaptable. 1 Subsistence Food. Feed. physically healthy. http://www.alastairmcintosh.com/general/resources/2007-Manfred-Max-Neef-Fundamental-Human-Needs.pdf
    • Curiosity. Idealism. Independence. Power. Status. Honor. Vengeance. 16 human needs Tranquility. Order. Saving. Romance. Social contact. Family. Acceptance. Physical activity. Eating. http://www.psychologytoday.com/blog/who-we-are/200907/the-16-human-needs
    • Across more than 200 studies of the effects of stress, researchers have found that the highest rises in cortisol levels - meaning the most pernicious "fight or flight" response - are prompted by "threats to one's social acceptance, esteem and status.“ To feel valued (and valuable) is almost as compelling a need as food. The more our value feels at risk, the more preoccupied we become with defending and restoring it, and the less value we're capable of creating in the world. http://blogs.hbr.org/schwartz/2011/06/the-only-thing-that-really-mat.html
    • Status is as important to us as breathing. Research shows that perceptions of social status – of ourselves and others – and our overall standing in social hierarchies affect how we make decisions, how altruistic we are, as well as our overall mental and physical health. In importance, status surpasses education and income, two factors that usually determine how healthy an individual can be throughout their life. http://blogs.hbr.org/2014/01/a-company-without-job-titles-will-still-have-hierarchies/
    • What do people value about your product / service? Importance in high GDP world on a scale from 1 to 10 Importance in low GDP world on a scale from 1 to 10 Low price of services Ease of getting access to services Quality of services Service personalization possibilities Adapted from http://www.tuck.dartmouth.edu/uploads/people/vg/vg-reverse-innov-toolkit.pdf
    • Use a verb instead of a noun to define the real needs Use of noun Jane needs a better pencil. Use of verb Jane needs a better way to write.
    • The Starbucks in-store experience is an example of a transformational initiative that target new customer needs. http://blogs.hbr.org/cs/2012/05/a_simple_tool_you_need_to_mana.html
    • Part # 2 Possibilities to discover customer needs
    • Possibility # 1 Do observations
    • Examples of what to note when you observe Questions What do people do? Why? What do people want to do? Why? What problems do customers experience as they use the product/service? Why? What do customers need help with when using the product/service? Answers
    • Examples of what to note when you observe Questions What do people really use the product/service for? Why? What are the most important features of the product/service for the customer? Why? Answers
    • Examples of what to note when you observe Questions How do people do x? And why? How do people want to do x? And why? Answers
    • Examples of what to note when you observe Questions Where do people do x? Why? Who is doing x? And why? When do people do x? And why? Answers
    • Possibility # 2 Ask people
    • How questions Will help you understand steps and details that are involved in a given process. Why questions Will help you discover values behind people’s behaviour. Tip: Try asking why several times.
    • Some what questions Questions What are you trying to do? Why? What do you like about how it works now? Why? What is your biggest problem you experience? Why? What do you think should change / be improved to better adapt to what you need? Why? Answers
    • Some how questions Questions How was the experience for you? How do you feel? If you could decide, how would you want to do this service? How would you do things differently? How would you make sure that what you want to do could work? Answers
    • What to think about when observing Questions How did you get informed about the product/service? How did you order the product/service? How did you pay for the product? How is the product/service delivered to you? How do you repair / get service on the product/service? How do you dispose / recycle the product/service? Answers
    • Listening tips http://www.slideshare.net/frankcalberg/listening-tips
    • Possibility # 3 Try things. Experiment.
    • Tips for experimenting Reduce something from the product / service / process to better satisfy customer needs. Eliminate something from the product / service / process to better satisfy customer needs. Add something to the product / service / process to better satisfy customer needs. Create something new, for example a new prouduct / service / process to better satisfy customer needs.
    • Further tips about experimenting Test an idea in the marketplace, for example on social media Learn new things  Read new things you have not read before.  Try out new things you have not tried before.  Visit new places you have not been to before.
    • Possibility # 4 Combine. Make connections.
    • Examples of what to combine when innovating       Combine products. Combine services. Combine ideas. Combine rooms, for example by breaking down walls. Combine questions. Combine jobs / tasks people do.
    • Ask, for example: What would Google do about this problem?
    • Part # 3 Who are the customers?
    • Who are the customers? B2B customers B2C / P2P customers      Individual citizens of a city / state / nation / union of states.  Families. Retailers / shops. Wholesalers. Other companies. Foundations.
    • Person A can be described as  Adjective 1.  Adjective 2. Person A needs a way to  Verb 1.  Verb 2. because  Insight 1.  Insight 2.
    • Further inspiration http://www.associatedcontent.com/article/2400928/seven_great_ways_to_innovate_pg2.html?cat=3 http://www.associatedcontent.com/article/2400948/seven_more_great_ways_to_innovate.html?cat=3 http://www.blueoceanstrategy.com/abo/errc_grid.html http://blog.creative4business.co.uk/2011/04/innovation-asking-right-questions.html http://www.forbes.com/sites/drewhansen/2012/12/01/how-to-innovate-like-leonardo-da-vinci/ http://www.guidedinnovation.com/si/2011/01/17/9-proven-ways-to-find-unmet-customer-needs/ http://issuu.com/frankcalberg/docs/eliminatereduceraisecreate http://issuu.com/frankcalberg/docs/scamper https://www.mckinseyquarterly.com/Strategy/Strategy_in_Practice/Sparking_creativity_in_teams_An_executives_guide_2786 http://youtu.be/FSxSinVVRLw Dyer, Jeff; Gregersen, Hal & Christensen, Clayton M: The Innovator’s DNA: Mastering the five skills of disruptive innovators.
    • Thank you for your interest. For further inspiration and personalized services, feel welcome to visit http://www.frankcalberg.com Have a great day.