Technique 8.13 What Do Customers Really Want?

Introduction

With customer behaviour changing rapidly due to persuasive use of technology, ie digitalisation, Internet of Things, eg online, social media, etc, you need to understand what your customers wants and needs are now and in the future.

Furthermore, things that worked before are not necessarily going to work now or in the future.

Of the 4 Ps (product, price, place and promotion), this technique focuses more on product.

Some questions

1. What do your customers need less of and what do they need more of?

2. Is there a better way of delivering your product and/or service from both the customers' and your perspective?

3. Can you adapt your product and/or service as people's needs change?

4. How can you accommodate different customer preferences?

5. Can you improve the way your product and/or service is structured, so that it makes it more accessible or desirable to your current and future customers?

6. How can you improve the customer experience?

7. How can you help customers get the desired outcome quicker and with less effort?

A training organisation's response to the above questions
"...- less content, more support
    - simpler, more fun communications
    - more accountability of those that are motivated by it (is not everyone!)
    - break things down into baby steps, so people know one thing they will need to be focusing on at any time
    - a more 'useful' progress tracking system
    - introducing new and tangible ways for people to feel honoured, valued and special
    - creating social events and ways to collaborate with each other
    - less lineal pathways, more curated and bespoke approaches to each person......
    - cater to different learning and implementation styles, rather than expecting everyone to fit into the same format......
    - encourage greater connection......
    - focus on product evolution rather than promotion......
    - caring is the best marketing strategy..."
Nina Christian, 2022