[Case Study] - Delivering Value via Deep Understanding of your Customers

This week, I have been working with a team to improve their operations. They are doing great at developing new products and services, though they felt unsure about how well they are designing for their customers. For this team, we are looking at a network of internal customers in different functions and business unit. How can we manage these stakeholders needs with agility and creativity?

We started with the 4Qs Framework: who we serve, what we serve, how we serve based on the question who we are. The team appreciated the structure in the thinking process and how this helped to identify where they need to direct their focus. For example, the team said, yes, we know who we are serving. Though, do we know them deep enough, do we know their daily work challenges? Based on this simple framework, we identified the gaps and defined the next actions.

As a next steps we took the discovery principles of design thinking and started the people-centric and creative process of defining the key users, their needs and their pain points. This gave the team a much clearer pictures where the opportunities are to generate value for these people; mapping the existing value propositions with the challenges of the stakeholders. This allowed the team to refocus their operations on the key elements that generate value for their customers.

How are you uncovering the real needs of your customers?

Thank you Anthony Coundouris and Fray Gill.

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