![]() Well, these are valid questions and claims that may or may not be true. Why can’t we just follow the norm and go find an existing product, do a couple of simple improvements, then try to market it madly? You might ask why is it important to understand customer needs. With no further prolongations, these are the steps you should follow to adopt customer obsession brand culture in your company:ġ - Identify Your Customer’s Needs (Understanding) And by adopting this framework, we’ll also be able to build a customer-obsessed brand or culture. Four Steps to Build a Customer-Obsessed Cultureīased on the four steps George Polya explained in his book “How to Solve it?” We will identify and innovate ways to fulfill the needs of our customers. And as long as there are JTBDs, the formula will still work and succeed! It’s inefficient to focus on the customers themselves, and how to make them pay more for the same outcome.īut how can we do that? How can we identify the needs of our customers, thus developing a product or service that will make them happier? The answer lies in a formula cooked in the 1940s by the mathematician George Polya, and which still works up till now. Then innovate new better ways that reduce customers’ frustration and increase their satisfaction. This proves right what famous economist David Christensen says “The customer is the wrong unit when you’re trying to innovate.”Ĭhristensen implies that you should study what a customer is trying to accomplish. In other words, it is your job as an entrepreneur to lead and manage your team on creating solutions that will primarily satisfy customer needs. Then he introduced a product that fulfills all these needs at once, and which the customer was not aware exists in the first place! ![]() Before he even said what the product is (a smartphone), he continuously spoke about the needs: taking pictures, listening to music, making calls, texting… etc. We can even take the legendary presentation Steve Jobs delivered to introduce the iPhone 1 in 2007 as an example. In other, people buy the product that makes quarter-inch holes and as far as they’re concerned the drills do that best! If in the future another tool is invented and proves to do the task more efficiently at a lower price, people would just forget about the drills! And this applies to all industries and businesses, regardless of what you offer: a service or a product.įor example, people don’t want navigation apps like Google Maps or Apple Maps, people want to reach their destinations without getting lost. Levitt says “People don't want quarter-inch drills. This becomes very clear in the famous statement of the American economist Theodore Levitt. Notice that we don’t say products or services, it’s a Job To Be Done or JTBD for short. So, customer needs refer to the job a customer wants to get done. Customer Needs Are about JTBDs, not the Products and Services themselves! These are two great examples of customer-obsessed companies whose models we will discuss more profoundly later.īut we’ve mentioned satisfying customer needs more than once without really knowing exactly what the notion refers to! Let’s find out more about it now! Sounds familiar? If so, it’s exactly what Amazon and Alibaba did and still do. This doesn’t mean that the CO approach calls for capital loss or neglects competition! But the point is: companies that want to play the long run and stick around for decades… should crave making their customers as happy as possible with good products and services and reasonable prices. This approach primarily pivots on the whats and hows of making a customer happy, rather than only increasing the ROI or even outperforming the competitors. But due to the increase in commerce competition in the virtual world, the term started to get trendier and saw an unprecedented interest! It’s for this reason that we opted to write this article, which includes not only examples of customer obsession but also a scientifically proven framework to build your business culture around this notion.įrom Customer Obsession to Customer Needs Understanding the Notion of Customer ObsessionĬustomer obsession (or CO) refers to the mindset or business model that focuses on prioritizing customer needs above everything else. It’s been there ever since Amazon’s CEO mentioned it repeatedly in his earliest interviews in the mid-90s.
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