Innovating Superior Customer Experience

Value can be created by helping customers get a job done better by satisfying the outcomes that are underserved.

interviewers can provide 'mental hiccups' in the form of offbeat, unusual questions or challenges that can put participants slightly off balance. As they regain their balance, they often express a more deeply held idea."6

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)

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

that's your value proposition."7

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

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

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

How well do you understand the problems your customers face?