As I said in my last post, it took 20
years, but one thing I have realised is that clarity about the simple things
customer expect is paramount.
Last time I talked about Basics, Nice to
Haves or Innovation and delighters. This time, I want to explain to you the
next level of details that customers think are important.
I have run and observed hundreds of
Customer Workshops across many different sectors from health through to retail.
Of course, many of the customers in those different groups are the same people
who go to hospital and shop in a supermarket. So the themes they create, and
they are their themes, not mine that are common to almost every sector.
The workshops ask customers to write down a
simple set of statements about what they need or want from an organisation.
There is then a discussion about whether the statements they have written group
into common themes. The approach is an adaptation of "Grounded
Theory." It's amazing how almost everything they write falls into these
four common themes.
The common themes that customers describe
are:
So using this approach its possible to gain
a very clear view of what is important to customers and how they group together,
and how that can become actionable in the real world. It can and should become
the basis of your action plan going forward.
Next time I'll post about why customer
reviews will be the most important part of brand positioning and how clear CX
operational activities can deliver great reviews.
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