Start with Why to get a better understanding of your customers.

Uncovering customer needs and motivations
to guide future transformation
25.7.2014 Proto Partners
STARTING WITH WHY

I
II
III
IV
V
Understanding
the Problem
Understanding
the Customer
Understanding
the Connections
Understanding
the Solution
Understanding
the Value
SUMMARY
Starting with why 25.07.2014 Proto Partners

CAN’T WE BE FRIENDS?
(Like me!)
_
I
Understanding the problem

(Customer)(Service provider)
I - UNDERSTANDING THE PROBLEM

THE IDEAL
EXPERIENCE
UNMET
EXPECTATIONS
(Customer)

WHY?
HOW?
Customer
THE IDEAL
EXPERIENCE
UNMET
EXPECTATIONS

There were two ways to be happy:
improve your reality, or lower
your expectations.
Jodi Picoult

“I signed up for a $80 contract..I try to control my
data but I inevitably breach my limit.
It’s the third month in a row I get a bill over $25O...
At the end of the contract I’m out”
CONTEXTUAL INTERVIEW
“I have have been contacting teh call centre
for the 6 months and the problem is still
unresolved.”
NPS REVIEW

THE IDEAL EXPERIENCE
Virgin America

Virgin America

Photo, Flickr, MarzoSyd
Uber

Uber

#1 CONTEXTUALISE THE PROBLEM
#2 SET A DIRECTION
#3 DETERMINE WHAT SUCCESS LOOKS LIKE
How to: Fill the gap

#1 CONTEXTUALISE THE PROBLEM

#2 SET A DIRECTION

#3 DETERMINE WHAT SUCCESS LOOKS LIKE

DO YOU ACT THIS WAY?
(After all the perks I gave you!)
_
II
Understanding the customer

...
II - UNDERSTANDING THE CUSTOMER

Your most unhappy customers are your
greatest source of learning.
Bill Gates

CASE STUDY
VMA
41 point
CHECKLIST
6 KEY
POINTS

#1 DRILL DOWN
#2 PAY ATTENTION TO THE UNEXPECTED
#3 FACTS AND BEHAVIOURS ARE WORTH 1000 WORDS
#4 A FEW USER RESEARCH METHODS WE USE
How to: Look for the right thing?

#1 DRILL DOWN

#2 PAY ATTENTION TO THE UNEXPECTED

#3 FACTS AND BEHAVIOURS VS. WORDS

Immersion NPS Responses Analysis Contextual Interviews
#4 A FEW RESEARCH METHODS WE USE
Calljacking Shadowing Customer Diaries

WHY CAN’T I MAKE SENSE OF THAT?
(It looks like a bunch of random data.)
_
III
Understanding the connections

...
III - UNDERSTANDING THE CONNECTIONS

Eventually everything connects -
people, ideas, objects.
The quality of the connections is the key
to quality per se.
Charles Eames

#1 PLASTER THE WALLS
#2 TRUST YOUR GUTS
#3 QUALITY VS. QUANTITY
How to: Deal with Simplexity

#1 PLASTER THE WALLS

#2 TRUST YOUR GUTS

#3 QUALITY VS. QUANTITY

WHY DOESN’T THAT WORK?
(It´s such a great idea!)
_
IV
Understanding the solution

...
IV - UNDERSTANDING THE SOLUTION

To draw an idea accurately, decisions have
to be made that can be avoided by even the
most precise language…Whether the task at
hand is a hair dryer, a weekend retreat in the
country, or an annual report, drawing forces
decisions.
Tim Brown

Mapping the journey
Emotional Journey
& Painpoints
Key Action
by channel
& supporting
verbatims
Phases &
Touchpoints
1
2
3 Key Insights &
Opportunities
2

Mapping the journey

Visualising Ideas

Making Ideas Tangible

WHY DO I NEED TO CHANGE?
(It’s so comfortable in here.)
_
V
Understanding the value

...
V - UNDERSTANDING THE FUTURE

If we keep doing what we’re doing, we’re
going to keep getting what we’re getting.
Stephen Covey

Envisioning the future

Where to start first

Where to start first
PRIORITISATION MAP - NEW
CUSTOMER IMPACT
COST REDUCTION
12
3
#3
#3
#12
#8
#20
#6
#17
#14 #9 #5
#11
#4
#16
#10
#7
#1
#2
#18
#15
#19
COST REDUCTION
CRITERIA
DRIVES CALL REDUCTION
DRIVE STAFF HEAD
COUNT DOWN
REDUCE CREDITS
WASTE REDUCTION
REDUCE NON-VALUE
ADDING INTERACTIONS
CUSTOMER IMPACT
CRITERIA
SIGNIFICANT NPS DRIVER
STRONG VIRGIN DIFFERTIA-
TION
REDUCE CUSTOMER EFFORT
REDUCE NEGATIVE MOMENTS
OF TRUTH

THE IDEAL
EXPERIENCE
UNMET
EXPECTATIONS

No one cares how much you know, until
they know how much you care
Theodore Roosevelt

Contacts: Damian.Kernahan@protopartners.com.au, Francesca.Jakin@protopartners.com.au
THANK YOU

Start with Why to get a better understanding of your customers.

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