Giving the customer what they want is easier said than done. Customers are people, after all, and there isn’t always a logical connection between what we say and what we mean – or between what we want and what we need.
Companies win when they can meet customers’ unarticulated needs while also delighting them with features they didn’t even know they wanted.
Design thinking can help you get closer to your customers’ wants and needs. These expert tips will help you begin using this methodology in your organization
To do this, you need to begin to see customers as more than collections of data and stats, says Andres Angelani, CEO of Cognizant Softvision. Design thinking is a great place to start.
“From our perspective, a design-led business openly embraces the idea of continuous change, which is part of today’s digital marketplace demands,” says Angelani in his book Transforming While Performing, How To Create A Culture of Innovation With Partners. “Additionally, design-driven companies do more than just deliver goods and services for what customers want: they understand and uncover the rationale. It’s just as important to them to understand why they want it.”