What people
Part # 1 
Needs that people have. 
Part # 2 
Possibilities to discover needs that people have. 
Part # 3 
Who are the cust...
Part # 1 
Needs that people have
The Starbucks in-store experience is an 
example of a transformational initiative 
that target new customer needs. 
http:/...
Tranquility. 
Order. 
Saving. 
16 human needs 
Romance. 
Social contact. 
Family. 
Acceptance. 
Independence. 
Power. 
Sta...
Alderfer 
3 human needs 
Maslow 
5 human needs 
Growth 
Self-actualization needs 
Esteem needs 
Relatedness Belonging need...
When belonging 
to someone or 
something is the 
driving force of 
human behavior. 
http://www.psychologytoday.com/blog/po...
Have Do Be 
9 Freedom Equal rights. Choose, be different 
from, disobey. 
Open-minded, 
confident. 
8 Identity Language, s...
Have Do Be 
9 human needs 
5 Participation Responsibilities. Share. Dedicated. 
4 Understanding Education sites and 
educa...
Every human being has 3 psychological needs: 
1. We need to feel competent. 
2. We need to feel related to other people. 
...
McClelland’s theory of needs 
# 1: Achievement motivation 
People are driven by a need to succeed. 
# 2: Affiliation motiv...
The highest rises in cortisol levels - meaning the most 
pernicious "fight or flight" response - are prompted by 
threats ...
Status is as important to us as breathing. Research shows that 
perceptions of social status – of ourselves and others – a...
What do people value about your services? 
Importance in high GDP world 
on a scale from 1 to 10 
Importance in low GDP wo...
Use a verb instead of a noun to define the real needs 
Use of noun 
Jane needs a better pencil. 
Peter needs a faster car....
Part # 2 
Possibilities to discover 
customer needs
Possibility # 1 
Do observations
Examples of what to note when you observe 
Questions Answers 
What do people do? Why? 
What do people want to do? Why? 
Wh...
Examples of what to note when you observe 
Questions Answers 
What do people really use the 
product/service for? Why? 
Wh...
Examples of what to note when you observe 
Questions Answers 
How do people do x? 
Why? 
How do people want to do x? 
Why?
Examples of what to note when you observe 
Questions Answers 
Where do people do x? Why? 
Who is doing x? And why? 
When d...
Possibility # 2 
Ask people
How questions 
Will help you understand steps and details that are involved in a given 
process. 
Why questions 
Will help...
What questions 
Questions Answers 
What are you trying to do? Why? 
What do you like about how it works now? Why? 
What is...
Who questions 
Questions Answers 
Who do you buy for: Yourself or 
someone else? 
If you buy for someone else, who is 
tha...
How questions 
Questions Answers 
How was the experience for you? 
How do you feel? 
If you could decide, how would you 
w...
Further how questions 
Questions Answers 
How did you get informed about the product/service? 
How did you order the produ...
Listening tips 
http://www.slideshare.net/frankcalberg/listening-tips
Possibility # 3 
Try things out. Experiment.
Tips for experimenting 
Reduce something from the product / service / process to better satisfy customer 
needs. 
Eliminat...
Further tips about experimenting 
Test an idea in the marketplace, for example on social media. 
Learn new things 
 Read ...
Possibility # 4 
Combine. Make connections.
Examples of what to combine when innovating 
 Combine products. 
 Combine services. 
 Combine ideas. 
 Combine rooms, ...
Ask, for example: 
What would Google do about this problem?
Part # 3 
Who are the customers?
B2B customers B2C / P2P customers 
 Retailers / shops. 
 Wholesalers. 
 Other companies. 
 Foundations. 
 Individual ...
Early in its development, Southwest Airlines defined 
its target market to include regular bus travelers 
- people who wan...
Person A can be described as 
 Adjective 1. 
 Adjective 2. 
Person A needs a way to 
 Verb 1. 
 Verb 2. 
because 
 In...
http://www.slideshare.net/frankcalberg/questions-to-discover-your-values
Further inspiration 
http://www.associatedcontent.com/article/2400928/seven_great_ways_to_innovate_pg2.html?cat=3 
http://...
Thank you for your interest. For further inspiration and 
personalized services, feel welcome to visit 
http://www.frankca...
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Customer needs

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

Published in: Business, Technology

Transcript of "Customer needs"

  1. 1. What people
  2. 2. Part # 1 Needs that people have. Part # 2 Possibilities to discover needs that people have. Part # 3 Who are the customers?
  3. 3. Part # 1 Needs that people have
  4. 4. 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
  5. 5. Tranquility. Order. Saving. 16 human needs Romance. Social contact. Family. Acceptance. Independence. Power. Status. Honor. Vengeance. http://www.psychologytoday.com/blog/who-we-are/200907/the-16-human-needs Physical activity. Eating. Curiosity. Idealism.
  6. 6. Alderfer 3 human needs Maslow 5 human needs Growth Self-actualization needs Esteem needs Relatedness Belonging needs Existence Safety needs Physiological needs http://www.jblearning.com/samples/076373473X/3473X_CH02_4759.pdf
  7. 7. When belonging to someone or something is the driving force of human behavior. http://www.psychologytoday.com/blog/positively-media/201111/social-networks-what-maslow-misses-0
  8. 8. 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. 9 human needs http://www.alastairmcintosh.com/general/resources/2007-Manfred-Max-Neef-Fundamental-Human-Needs.pdf
  9. 9. Have Do Be 9 human needs 5 Participation Responsibilities. 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
  10. 10. Every human being has 3 psychological needs: 1. We need to feel competent. 2. We need to feel related to other people. 3. We need to feel autonomous. Edward Deci. http://youtu.be/22CC3bdPHzE http://www.selfdeterminationtheory.org/theory/
  11. 11. McClelland’s theory of needs # 1: Achievement motivation People are driven by a need to succeed. # 2: Affiliation motivation People are driven by relationships and a need to work well with others. # 3: Power motivation People are driven by the ability to dominate and manipulate goals, direction, or decisions. https://ujdigispace.uj.ac.za/bitstream/handle/10210/7841/Marnewick_2011.pdf
  12. 12. 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
  13. 13. 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/
  14. 14. What do people value about your services? Importance in high GDP world on a scale from 1 to 10 Importance in low GDP world Adapted from http://www.tuck.dartmouth.edu/uploads/people/vg/vg-reverse-innov-toolkit.pdf on a scale from 1 to 10 Ease of getting access to services Low price of services Quality of services Service personalization possibilities
  15. 15. Use a verb instead of a noun to define the real needs Use of noun Jane needs a better pencil. Peter needs a faster car. Use of verb Jane needs a better way to write. Peter needs to find out how he can get from a to b in a different way or how he can avoid to physically travel from a to b.
  16. 16. Part # 2 Possibilities to discover customer needs
  17. 17. Possibility # 1 Do observations
  18. 18. Examples of what to note when you observe Questions Answers 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?
  19. 19. Examples of what to note when you observe Questions Answers What do people really use the product/service for? Why? What are the most important features of the product/service for the customer? Why?
  20. 20. Examples of what to note when you observe Questions Answers How do people do x? Why? How do people want to do x? Why?
  21. 21. Examples of what to note when you observe Questions Answers Where do people do x? Why? Who is doing x? And why? When do people do x? And why?
  22. 22. Possibility # 2 Ask people
  23. 23. 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.
  24. 24. What questions Questions Answers 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?
  25. 25. Who questions Questions Answers Who do you buy for: Yourself or someone else? If you buy for someone else, who is that persson? What does she/he need? How do you know? Why?
  26. 26. How questions Questions Answers 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?
  27. 27. Further how questions Questions Answers 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?
  28. 28. Listening tips http://www.slideshare.net/frankcalberg/listening-tips
  29. 29. Possibility # 3 Try things out. Experiment.
  30. 30. 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.
  31. 31. 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.
  32. 32. Possibility # 4 Combine. Make connections.
  33. 33. 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.
  34. 34. Ask, for example: What would Google do about this problem?
  35. 35. Part # 3 Who are the customers?
  36. 36. B2B customers B2C / P2P customers  Retailers / shops.  Wholesalers.  Other companies.  Foundations.  Individual citizens of a city / state / region / nation / continent.  Individual persons of a certain age and/or gender.  Families. Who are the customers?
  37. 37. Early in its development, Southwest Airlines defined its target market to include regular bus travelers - people who wanted to get from point A to point B in the lowest-cost, most convenient way. http://www.strategy-business.com/article/cs00002?pg=all
  38. 38. 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.
  39. 39. http://www.slideshare.net/frankcalberg/questions-to-discover-your-values
  40. 40. 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.amazon.de/Innovators-DNA-Mastering-Skills-Disruptive-ebook/dp/B0054KBLRC 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://hbr.org/2014/11/where-to-look-for-insight/ar/2 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://www.slideshare.net/frankcalberg/tips-to-increase-motivation http://www.strategy-business.com/article/cs00002?pg=all http://youtu.be/FSxSinVVRLw
  41. 41. Thank you for your interest. For further inspiration and personalized services, feel welcome to visit http://www.frankcalberg.com Have a great day.

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