WTF! What your customers say, what they do and what they say they do are different things? How to make sense out of customer feedback that translate into creating killer products
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Nov. 1, 2016•0 likes•65 views
WTF! What your customers say, what they do and what they say they do are different things? How to make sense out of customer feedback that translate into creating killer products
Nov. 1, 2016•0 likes•65 views
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told him “a faster horse.” Today there are many ways to get customer feedback—some remain traditional like focus groups while others leverage more qualitative methods like ethnography. What you choose to do and how you do it is just as important as the information you want to get. How are you at structuring your customer feedback session? What do you do with the information you get back and how do you feed that into your product development effort? It’s important to understand interactions, not just needs. A need tells you what an interaction tells you why and how. What do your customers really value? There’s more to it than just asking questions about what’s known or obvious. If there weren’t, our horses would all be waiting for us outside. You’ll get some tools, tips and tricks to help you get to the real insights.
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WTF! What your customers say, what they do and what they say they do are different things? How to make sense out of customer feedback that translate into creating killer products
- 2. The Changing Voice of Customers…
- 3. BUSINESS Viability! TECHNOLOGY Feasibility! PEOPLE Desirability! Functional Innovation Experience Managing Complexity: Design Thinking! Design Thinking Model: Tim Brown, IDEO !
- 4. EXCHANGE An Market Evolution?! Solve a known or latent need Fixed price/fee for service Market & deliver through digital channels EXPERIENCE Democratic & Participatory” Unconventional business models; utilizing/leveraging third party assets and resources. Decentralized/ecosystem R! © 2014 Bally Design Inc. !
- 5. The jobs that customers are trying to get done cannot be deciphered from purchased databases in the comfort of marketer’s offices. It requires watching, participating, writing and thinking. It entails knowing where to look, what to look for and how to look for it and how to interpret what you find. —Clayton Christensen, Harvard Business School. Watch, Participate, Write, Think…! Christensen, Clayton M. (1997), The innovator's dilemma: when new technologies cause great firms to fail, Boston, Massachusetts, USA: Harvard Business School Press, ISBN 978-0-87584-585-2.!
- 6. • Half of what we need to know about customers needs and wants they can’t tell us.* ! ! • Get a deeper-systems level understanding of the market—more than your competitors.! ! • What they say, what they do and what they say they do are all different things.+! ! ! • Connect and measure to mitigate risk and connect all the dots. Use your VOC to write a story and develop criteria. ! Why “Hire” A Milkshake? ! + Attributed to Margaret Mead—as a spoken word and/or as a simplification from her extensive writings in The Book Architecture and Field/Work (page 80, note 3).! * 1990 Dr. Ronald J. Sears, Design Consortium & Bally Design. !
- 7. © 1998 Design Consortium & Bally Design, Inc. Use with Permissions! x100! x10! x1! x0.1! The more you know…the more you can know. ~ 25! ~ 50! ~ 150! Interactions “Me Too” Clone! Voice of Customer Program! Deep Insight Program! ROI Dead Zone Diminished returns! 80/20 Wisdom!
- 8. 1. Look Beyond the Obvious © 2009 Bally Design How do you like the handle on our product? How do you feel about the competitors handle?! ! ! What style of handle would you like to see on the next generation product? ! Typical Questioning…! Observe product in use. Make it a verb: How do they handle this in all the different use cases? !
- 9. Installation! Other Products/Services! Ordering & Purchasing! Trainers! Shipping & Delivery! Warranty & Service! I! Cleaning & Maintenance! Customer Service! Distributors! User Applications & Environments 2. Take A Systems View… IDENTIFY STAKEHOLDERS © 2009 Bally Design
- 10. 3. Be Empathetic Empathy is the process of discovering a person’s subjective experience, their thoughts, feelings, values, beliefs and motivations from the first-person perspective (in their own terms). ! ! ! Why the need for empathy? ! You as the product manager, may not be the target audience for the product and don’t accurately represent their perspective. ! ! Remove “Me-Search” from the development equation. Its common to hear someone say “I think they want or need…” ! !
- 11. 4. Ask Why, then Ask Why Again. • Even when you think you know the answer, ask why. The answers will sometimes surprise you. Always find the motive. ! • Avoid Leading Questions! • Encourage stories. Whether or not the stories people tell are true, they reveal how they think about the world. ! ! • Pay attention to nonverbal cues. Be aware of body language and emotions. ! • Don’t “design” or “sell” anything during the interview. ! • Look at the environment. Connect what they say to their surroundings. !
- 12. 5. Focus on Valued InteractionsTM • Products and services are measured in “value” when people interact with them. There are many interactions you will hear and see—its critical that you learn how to separate them. ! • Keep interactions separated. When you compare your notes across many of the customers you speak with, you’ll then see patterns and opportunities for innovation and improvements. ! TM 1985 Dr. Ronald J. Sears, Design Consortium & Bally Design. “Valued Interactions” is a registered trademark of Design Consortium and are part of a proprietary innovation and design management process called PVMSM. For more information please go to http://www.pvmspec.com or email info@ballydesign.com!
- 13. 810 Penn Avenue! Pittsburgh, PA 15222! 412.621.9009 x224! ! info@ballydesign.com! www.ballydesign.com! ! !