27/04/2014

Understand customer
wants, needs & Expectations

PART 1 – Customer WANTS

agenda
ª What Customers Want?
ª Wants Vs. Needs
ª CEB Will Define The Focus Of Everything Your
Business Does!
ª Do Not Mix Things Up…
ª What Does The Customer WANT As Part Of The End-
to-end Journey?
ª Identifying Customer Wants Through Journey
Technique
ª List Customer Wants
ª Map Major Customer Journey Steps
ª Map Key ‘Wants’ For Each Journey Step
ª Airline Case Example
ª What’s Next?
http://addvalueto.me/customer-experience-blueprint

What customers want?

h)ps://www.youtube.com/watch?v=XHXb1Cr7l9k  

http://addvalueto.me/customer-experience-blueprint

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 27/04/2014  

Wants Vs. Needs

Unhealthy focus on customer WANTS isn’t beneficial: Focus more on NEEDS:

“Complexity Needs are about

management is not doing the right
the same as cost things.
management.
Cost structure comes
It is about giving from doing it in the
every customer right way.
exactly what he Wants may or may not
wants without be about doing the
your cost right thing… Many
structure killing times wants are about
Professor of Ops &
Information Management you.” doing the wrong thing!
Source:  Special  Report  -­‐  Unraveling  Complexity  in  products  and  services.  URL:  knowledge.wharton.upenn.edu/acLons/weblink.cfm?linkid=175  

http://addvalueto.me/customer-experience-blueprint

The concept of Customer Experience Blueprint and the difference between

customer WANTS vs. NEEDS vs. EXPECTATIONS
are not well understood at all…

Picture  source:  h)p://c.cslacker.com/2286l.jpg  

“If I had asked people what they wanted, they would have said faster horses.”
–Henry Ford

http://addvalueto.me/customer-experience-blueprint

CEB will define the focus of

everything your business does!
Focus  On  Customer  Strategy  And    
Difference  Between  Wants  And  Needs  
Business  Op<misa<on  
An understanding of customer Thinking about business capability
WANTS is NOT crucial for business and potential in the context of the
success. CEX Blueprint changes the view of
§ You may deliver chosen “wants” as a what your company can do.
means of optimising the customer • The purpose for the company to exist
experience. becomes much more clear!
§ The customers usually have a clear
view of their wants.
Allows all stakeholders to
An understanding of customer participate innovating.
NEEDS is key to business success!
• Unleash the power of innovation in
§ The customers may often only your company by making it an
partially express their needs. exercise for everyone!

http://addvalueto.me/customer-experience-blueprint

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 27/04/2014  

Do not mix things up…

§ Focusing solely on § Listening to the “Voice § Customer based

customer wants is not of the Customer“ is not
enough in the long run sufficient alone to
for significant business differentiate between
success. wants, needs and
§ Do not confuse expectations.
customer centricity § Traditional customer § Customer Experience
with being customer satisfaction surveys do
friendly or customer not give enough
considerate. information to create
amazing experiences.
thinking on all levels of
your organisation will
turn even big ships
towards the right
harbour.
Blueprint evolves in line
with customers and
changing world.

http://addvalueto.me/customer-experience-blueprint

What does the customer

WANT as part of the end-
to-end journey?
ª This is all the information you already have
through your customer satisfaction surveys,
discussions with customers, feedback, etc.
ª You can also use customer journey mapping
as a tool to identify customer wants.

http://addvalueto.me/customer-experience-blueprint

Identifying customer wants

through journey technique
AIRLINE CASE EXAMPLE:

Think about the previous time you took

a flight to somewhere.

What kind of customer journey did you have?

http://addvalueto.me/customer-experience-blueprint

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 27/04/2014  

List Customer wants

1. Identify major customer journey steps along the experience
and list and/or map them out.
2. For each major step in your customer journey map, identify key
customer ‘wants’ that are related to the customer’s experience
on that specific step.

Overall  Customer  ‘Wants’  For  The  Whole  Journey  

Customer  Journey  Step  A)   Key  ‘Wants’  for  the  Customer  Journey  Step  
1.  
2.  
3.  

Customer  Journey  Step  B)   Key  ‘Wants’  for  the  Customer  Journey  Step  
1.  
2.  
3.  

http://addvalueto.me/customer-experience-blueprint

Map major customer

Journey steps

OVERALL CUSTOMER WANTS FOR THE WHOLE JOURNEY

For example: Arriving at time, getting luggage unharmed, etc…
Taking  it   Enjoying  a  
Go  to  the   Wait  for   Transport   In-­‐flight   Enjoying   easy  in  the   Returning   cup  of  tea  
Plan  the  trip   airport   your  flight   baggage   experience   your  trip   back  home  
hotel   back  home  

http://addvalueto.me/customer-experience-blueprint

Map key ‘wants’

for each journey step

OVERALL CUSTOMER WANTS FOR THE WHOLE JOURNEY

For example: Arriving at time, getting luggage unharmed, etc…
Taking  it   Enjoying  a  
Go  to  the   Wait  for   Transport   In-­‐flight   Enjoying   easy  in  the   Returning   cup  of  tea  
Plan  the  trip   airport   your  flight   baggage   experience   your  trip   back  home  
hotel   back  home  

§ I want lounge access

§ I want comfortable seats to wait in
§ I want entertainment
§ I want to shop

http://addvalueto.me/customer-experience-blueprint

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 27/04/2014  

Map key ‘wants’

for each journey step

OVERALL CUSTOMER WANTS FOR THE WHOLE JOURNEY

For example: Arriving at time, getting luggage unharmed, etc…
Taking  it   Enjoying  a  
Go  to  the   Wait  for   Transport   In-­‐flight   Enjoying   easy  in  the   Returning   cup  of  tea  
Plan  the  trip   airport   your  flight   baggage   experience   your  trip   back  home  
hotel   back  home  

§ Friendly on-board staff § Delicious meals & drinks

§ Enough on-board § Prompt handling of special
storage for hand luggage requests
§ Comfortable seat § Clean toilets and other facilities
§ In-flight entertainment § Latest newspapers to read

http://addvalueto.me/customer-experience-blueprint

Airline Case Example

h)ps://www.youtube.com/watch?v=qOd41YMaoTw  

http://addvalueto.me/customer-experience-blueprint

Take action…

WHAT NEXT?

http://addvalueto.me/customer-experience-blueprint

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