Innovating Superior Customer Experience

By focusing on why the customer has a certain desired outcome: New perspectives can lead to a big-picture solution.

quantitatively, what the impact of success would be for the enterprise.

Help your organization clearly understand value for whom, in what order?

How well do you understand the problems your customers face?

concentrate on helping the customer get a job done faster, more conveniently, and less expensively than before — customers' desired outcomes (which

What would your customers love for you to eliminate? What are your customers really purchasing?

To develop customer priority precision, watch them use your solutions (if possible). Observation, also known as shadowing or ethnography, "provides perhaps the greatest insights and depth of knowledge of all the ideation approaches into users' unmet and un-articulated needs, applications and problems."20

The focus of a customer experience persona for innovation is circumstance-based desired outcomes and value judgments in the customer's words:15 Direction (increase or decrease) Unit of measure (time, quality, etc.) Object of control (outcome) Context (circumstance)

How do you experience what customers do? How do you hear the customer's voice?