What the Customer Wants
There has been the occasional debate between two schools of thought:
You need to ask the customer what he/she wants; and,
The customer doesn’t know what he/she wants until we show them (remember ol Steve Jobs?)
A bulk of the views I’ve come across so far lie on the side of ‘ask the customer’. However, it isn’t often that you find companies that build sound offerings and experiences that delight customers. And when questioned, a lot of them agree that no one really asked the customer. The huge divide between logical sounding answers on innovation, and contradicting real-life actions.
In fact, it all depends on how much improvement you want.
If you only need an incremental edge over competitors, your company’s efforts too will be similar – marginal targets, marginal budgets, marginal efforts. This might include a superficial but fancy-sounding customer survey, or just a few managers in the meeting room thinking of ways to tweak the existing product. In all, uninspiring intent, uninspiring effort, uninspiring results.
However, if what your business needs is a leap in growth, you need radically new offerings. That’s where customer inputs come in. From personal experience, I’ve come to realize that customers themselves often may not know or be able to hint at what might be a final solution going forward. But your interactions with your customers will be the only thing that will spark of that genius idea for an innovative new solution. Nothing else can trigger that. No research reports or internal ‘brainstorming’ can. But it is the customer who will help you get there. And the whole journey isn’t like a surgical missile strike or a silver bullet or an instant mix; but more like clay pottery.
You start with a meaningless mass of possibilities, spin them around, try things, make corrections, keep spinning, more tries, more corrections, till finally you have something wonderful shaping out. Something previously unthought of. Something incredible.