Video excerpt about customer experience from Forrester’s Marketing Forum 2007. Forrester Research Principal Analyst Kerry Bodine.
An excellent explanation of what customers really care about….and it isn’t your product. They care about what they will use the product for and how well that is accomplished and what they experienced when trying to find the product and how well the company understood its users. On and on and nothing about your product….it’s what the product does to meet their idea of how to resolve a problem.
We always assume that if we build a better mousetrap that the world will beat a path to our door. But if they have to jump through hoops, trip over obstacles, and endure poor treatment by unknowledgeable staff, it won’t matter how great that mousetrap is. Nobody wants to go through that to get a mousetrap.
Or maybe it is easy enough to get to but the design of the mousetrap doesn’t mesh with their idea of what a mousetrap does. If the trap merely catches their tail, or something about the trap is too obvious or damages part of their home when in use, it means you didn’t find out what everyone expected of the mousetrap.
This video is only about 4 minutes long but it carries a wealth of information that can help guide you to the path of your customer’s desires, instead of just their needs.
