What do your customers want, really? Besides the "-er’s" - fast-er, small-er, bigg-er, light-er, sturdi-er, and above all cheap-er? If you could give them "-er", you would have already. And maybe you have. So, when your customers tell you they want it "at the same price only bett-er", do you wish there were another alternative?

There is. Value. Value for which they’ll be willing to pay a premium. But to deliver that value, you need to dig deep and understand the "why" behind the "what" in your customer requirements. When you know what the customer is really trying to accomplish, and how they want to do it, then you’ll find the gap that they want you to fill.

Description of Services

Identify key customer needs around which to build new product/service solutions.

Train the development team in interviewing and analytical skills to be able to conduct future research on their own.

An engagement might include some or all of the following. Working closely with your team to:

• Determine the right methodology (discussion groups, interviews, contextual observation)
• Identify the right customers or others (e.g., users, frontline personnel) to contact
• Train your team in interviewing, listening and analytical skills to make the most of all your customer encounters
• Analyze the data as a team to identify the most attractive opportunities to pursue.

Outcome
 

+	A prioritized list of customer needs selected for their attractiveness to the customer and to your organization

+	Optional: in depth training on customer interviewing skills

Next?
 
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