Customer needs


Published on

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

Published in: Business, Technology

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.
  5. 5. Tranquility. Order. Saving. 16 human needs Romance. Social contact. Family. Acceptance. Independence. Power. Status. Honor. Vengeance. 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
  7. 7. When belonging to someone or something is the driving force of human behavior.
  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
  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.
  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.
  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.
  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.
  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.
  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 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
  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.
  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.
  40. 40. Further inspiration
  41. 41. Thank you for your interest. For further inspiration and personalized services, feel welcome to visit Have a great day.