Communicating your Customer's Needs

Loyal Finns - bombarded by feedback
European & Asian business travellers - occasional feedback
Asian one-time leisure passengers - always new, but puskaradio, e.g. Japanese customers have been challenging to get unfiltered feedback before going live - but getting a lot of feedback on issues that are live if given “anonymous” channel
(Segments)
Internal customers - careful, but passionate
Reactive rather than proactive due to old ways of working
Flight Crew / Ground crew / Kitchen / Maintenance
Nara in audience

Organic feedback:
Guerrilla, friends & family (for Finns)
Centralised general & Touch point specific & direct
Yammer chat for internal

What is said vs. what is done

Note – Work culture in Finland is not as hierarchical as in Centrail Europe, States or Asia – for example…
One of most powerful method so far:
Taking along to airport testing
Taking along to validations – also for designers from other teams so they see other sides of the journey
Running through concepts/designs to be tested with the teams
Customer feedback duties to solve issues in teams with direct feedback channel (not official customer care ”rotation”)
Success stories (well-validated project with end results)
Warning examples… try to avoid, although they might be needed as last resort

Feedback channels everywhere – how to centralise & quantify that?
Twitter test – trending words in relation to Finnair hashtag – but how to use that for feedback that goes for long time period…
Customer voice needs champions inside the company – sometimes feels to be more of a curiosity or add-on later

Why getting and spreading the customer voice is important?

I’ve had the pleasure to having been a part of projects where
By really listening to the customer voice would’ve saved the product…

Interpretations of feedback, biases to hear what you want to hear…

Acknowledging biases / Shining lights to biases
HIPPO bias “My friend said…”
I’m super biased as well, even when I train not to be

Who’s the person or persons in the team who have not done their job, if they play the role of Captain Hindsight

Designer – collecting and summarising, taking part in ”customer care”, sharing, validating & revisiting older ideas
Developer – reserving time to familiarise with feedback, taking part in ”customer care”
PO/PM – reserving time resources in everyday work, sharing the voice, de-siloing, backlog able to react on changing expectations & needs
Top MGMT – reserving resources and investing in the structure of handling feedbacks etc., de-siloing

Build base for fast recruitment

At the moment feels like everytime I go to the airport I see a passenger or a crew member who’s been in our interviews – and the recognition goes both ways

Note – goes for B2C as well as B2B…
… B2C – the relationship is looser, but more upfront
… B2B – closer relationship, but not as open or straightforward (not knowing what can be shared, or knowing the real needs or pain points) – customer vs. customers of the customers, might be that even the business doesn’t even know

This is where I personally lack, but another designer in my team has this covered – so it doesn’t need to be only you…

I make a point of reading feedback at least every other week (although I get exposure usually everyday)
Take part in validations, testings and panels – as silent stand-byer if nothing else, if run by external partner, join in as well!
Start doing testing & validation with your actual customers if you don’t already – light testing and building up from there
Tie it to personal/team goals

Fast-paced development vs. Customer voice nuances
Currently doing a project where we’re building something new – demanding the time & money was relatively easy given the investment, but still wasn’t by any means an automatic thing – I needed to demand it
For existing services and products it seems to be sometimes more difficult to get the same – since it would mean change in ways of working at the same time
Top mgmt’s responsibility – find your allies to drive it forward

Communicating your Customer's Needs

UXDXConf

Communicating your Customer's Needs