EXAMPLE CUSTOMER SAFARI
Page 102
The Customer Safari is the best way to meet your customers in the wild. Hold your horses – don’t talk to them right away! You will learn the most while observing them in their everyday lives; interviews and questions come later. Watch out!
1 ADOPT THE RIGHT MINDSETThe key rule for a safari is to be prepared. Part of that preparation is filling in the Customer Journey Canvas (page 100 ). What are the assumptions you want to test? What are the questions you want answered? Make sure you have the right team together and that everyone has a curious mindset. Be aware that your existing mental model is coloring your perception. Doing this beforehand allows you to deviate later.
2 START WITH THE OBVIOUSHaving trouble getting started? Which customers to interview? What is a good location? Start with the obvious: interview existing customers. If you don’t have any existing customers yet, go interview some customers of a competing product or service. The point is that there is no “perfect” customer to observe or interview: in the beginning everything is new.
3 DO IT YOURSELFSometimes finding a place to observe your customers is not enough – to get a feel for what they see and experience, it can be really worthwhile to take the tour. Just grab a notebook and a camera or phone and follow the path a customer would take. What do you see? Is there anything interesting there? To spice it up, ask customers to walk the path themselves, recording their experience, or take a customer with you.
Page 103
4 WHAT TO LOOK FORWhen interviewing and observing, keep an eye out for those things that contrast strongly with your expectations. Try to find the reason why the customer gives that answer. Their thinking and feelings might give you an inroad to new perspectives or knowledge. You are trying to find both the “normal” and the “outliers” and “exceptions.” Today’s 1% can be tomorrow’s 100%.
5 CAPTURING INFORMATIONCapture everything and take pictures and audio recordings if possible: listen now, analyze later! When you are capturing, build a rich picture. Don’t edit or leave out things that don’t seem to fit; analysis happens afterward. When you’re constructing the picture, you can start to cluster information. Putting qualitative and quantitative information together allows your brain to see the bigger picture and come up with hunches.
6 MAKING DECISIONSReview the captured information with the team. Use dot voting to find out what resonates as important, and decide if you need to dive deeper and do another iteration. When the rich picture doesn’t change so much between iterations anymore, it is time to make decisions. Compare your rich picture with what you thought during the Customer Journey exercise. How do they differ? Do you need to revise your point of view?
..................Content has been hidden....................
You can't read the all page of ebook, please click
here login for view all page.
