And regardless of how satisfied that customer may be,
there's always a opportunity to develop better satisfaction or
increase their level of attachment with a product.
Now any of the tools that we've talked about, surveys, interviews,
observation, even the experimentation can be used.
Harley-Davidson actually used what's called the Posse Ride each year.
They sponsor a cross-country ride on a Harley motorcycle.
And at each stop, they have some type of a carnival or fair event.
And they travel along with the customers as they may go from Texas to Wyoming.
But during that process,
they're experiencing the same things as the other consumers are.
And they're talking to the consumers about their experiences.
Through that interaction, through that engagement, they are better able to
identify different issues and problems, either with the product,
either with the service in other product or any issues that the customers may have.
Because there's spending in-depth time with the customer.
So the objective, again, is to understand the fundamental problem that the customers
have so that you can able to prioritize it.
But you're doing it through the experience rather than just asking.
In observations, users themselves may not always be clear to articulate the needs.
So sometimes just asking them may not be sufficient.
You need to observe how they use a product.
In most cases,
users are not product developers, so they may not know how to improve it.
But they can tell you what they're frustrated with.
What pain points exist, what things they dislike about it.
You're trying to identify both the tangible aspects but
the intangible product benefits that they're looking for.
You’re looking for things that go well beyond just satisfaction and
something we call things that delight the customer.
Things that not only brings them back but actually make them effective
salespeople in carrying the word through word of mouth to other customers.
You empathize by experiencing the same thing your customers are.
And by doing that first-hand,
you have a better idea as to what those pain points are.
You can look at a number of different contexts in which you might be able to do
that, for example, the signal push button here in the US to cross the street.
What are some of the challenges here in terms of this particular sign?
Well, it may not be appropriate for all types of consumers.
In this case, if you have some visual impairment, or
if you have some hearing impairment,
you will not be able to utilize this effectively because of the impairment.
You can see, just by observing first-hand, when people use the product and
whether they do not use the product.
Based upon your observations, you can develop hypotheses, or
ideas, about how to solve those problems.
You’re looking for the meaning behind the experience that they use.
And then you articulate your insights as to how to address those particular needs.
The process is very simple.
First, you need to determine who to observe.
Well, you should observe the customers of the product.
