Ladder of citizen participation

Where Organisations Go Wrong

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A lot happened in 1969. The moon landing, Led Zeppelin was released (the first LZ album), the maiden flight of the Boeing 747, and a paper by Sherry Arnstein. It’s difficult to say which is the most important of those above, but Arnstein’s paper is probably the least famous. Context I frequently speak with directors and project leaders who introduce their voice of the customer initiative as the way that they interact with customers. That’s the way the company understands […]

What's the emotional content of your customer journey maps?

What’s the Emotional Content of Your Customer Journey Maps?

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I’ve previously discussed the inclusion of a dormant state and a return loop when reflecting on the fact that the Customer Journey Never Ends. You can include a further extension of the customer journey maps by showing proximity or emotional state. Focus on the Emotional State Typical customer journey maps (or diagrams) depict activities and results, maybe important events as well. These commonly use the terminology of the organisation rather the customer. By shifting that focus onto how engaged the […]

Signs by I Am Fry under by-nd 2.0

The Customer Journey Never Ends

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I’m reminded of the phrase “a dog is for life, not just for Christmas”. Similarly, as soon as an organisation starts a relationship with a customer, they’re stuck with that relationship. Many organisations design customer journeys but think from their own perspective rather than that of the customer. That’s a mistake but one that can be simply rectified. An exchange between customer and company lasts longer than the original transaction. For instance, if a customer buys a product, has a […]

Be The Customer

Be The Customer

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Introduction I really believe in getting customer input, especially before you build you product or service. Lean Six Sigma includes the concept as part of Voice of Customer, Lean Startup and similar methods include the concept within Customer Development. If you work for an existing organisation that currently delivers products/services rather than a start-up, sometimes it’s easier to actually be your customer than to gather their input. Many companies try to get closer to customer needs by using mystery shoppers. […]