Iedereen heeft het altijd over hoe belangrijk het is om te focussen op de klant, de eindgebruiker, bij het ontwikkelen van nieuwe producten en diensten. Klantgericht ontwerpen is inderdaad cruciaal.
Toch komt er wel iets meer bij kijken om nieuwe producten en diensten succesvol te vermarkten.
Jan Gorremans schreef er een blogpost over op LinkedIn:
Delivering great Customer Experience, yes ... but get the basics right first!
Everyone is talking about putting the customer first. A lot of Design principles like Design Thinking, Service Design, Human Centred Design, … all start with the end customer or consumer in mind. Literature and blog posts from well known market researchers, academics, trend watchers all say the same; ‘If you as a company want to succeed and keep up with the changes of our time and related disruptive economies, no matter the business you’re in, you will have to put focus on your customers!’
I completely agree, but …
Delivering excellent service is not that simple. It is not by just implementing a new designed service, the perfect UX mobile App, a CRM system, a new product, NPS-like tool, … all built around your customers, that will make you capable of delivering the all written about amazing customer experience that will turn your customers into fans.
During the design process of a new service a lot of effort goes into co-creation to get the end result of the new process, which in a way is the right approach. However, the co-creation process itself creates something more profound. It develops a climate of mutual respect and co-operation between the employees and management. This and the right level of other elements like involvement, freedom, trust, idea-time, humor, debate, risk-taking, all add up to the right climate towards a sustained creativity and innovation within your organisation. Which are essential to refrain the company focus to being customer centric. And if you don’t have the right people in the organisation, this will demand time and effort from everyone. Having the right climate in your organisation where EVERYONE is focussing on the end customer is a basic factor towards a sustainable customer focus and ability to creating an amazing customer experience.
“Getting the right people and the right chemistry is more important than getting the right idea.” Ed Catmull, President Pixar & Disney Animation Studios – Creativity, Inc.
Another basic factor to deliver a great customer experience is having the right machinist riding your train. Someone who shows the commitment in creating the right climate and focus on the customer, top-down. Also nurturing bottom-up ideas to empower its employees. Having the right leadership guiding principles towards the customer are essential to keep the right focus of everyone. Treat your employees like you treat your customers, treat your customers like you want to be treated yourself … is an attitude your organisation will need to live by, to be able to raise the bar from customers to fans.
“People are not committed to you until they are certain you are committed to them.” Lee Cockerell, former EVP Operations Walt Disney World® Resort – Creating Magic
“Businesses often forget about the culture, and ultimately, they suffer for it because you can’t deliver good service from unhappy employees.” Tony Hsieh, CEO Zappos – Delivering Happiness