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Types of Customer Scenarios
A Proven Methodology for Customer-Centered Design
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(Download PDF) 
- A Customer Scenario is a set of tasks that a particular group (segment) of customers is happy to do in order to accomplish their desired outcome(s)
- Customer
Scenario®
Mapping is
a set
of
techniques
to
engage customers in describing their IDEAL way of
working
with you to achieve their outcomes
OVERVIEW
Understanding
your
customers’ scenarios—what they are trying
to
accomplish
and how they ideally want to reach their goals—is
critical
to
making it easy for them to do business with you. There are
several types of Customer Scenarios:
- Customer Lifecycle Scenarios
- Event-Triggered Scenarios
- Outcome-Based Scenarios
Customer Lifecycle Scenarios. There
are Customer Scenarios that are closely connected to customers’ discovery,
acquisition, and use of your products and services to fulfill
a need they have—we call these customer lifecycle
scenarios. Examples include:
- Single mother needs to replace her broken washing
machine
- Immigrant wants to establish a banking relationship
in her
new country
- Line-of-business manager wants to upgrade his
team to
the latest version of productivity software
Event-Triggered Scenarios. There
are also
Customer Scenarios that relate to life events or business
events that customers need to deal with.
For consumers,
these might include:
- Young couple wants to buy a new house and move
in
- Children want to plan and throw a 50th anniversary
party for
parents
- Couple needs to furnish a nursery for baby on
the way
For business people, these scenarios
may include
things like:
- Product marketing manager wants to coordinate
activities
for a new product launch
- Operations manager needs to coordinate the move
to a new
set of offices
- HR director needs to arrange for employee benefits
and job
counseling as his company downsizes
Outcome-Based Scenarios. Some
scenarios
are focused on a specific outcome, for example:
- Young woman is determined to lose 20 pounds
before
her high school reunion
- A customer service representative wants to learn
Spanish
in order to receive a promotion
- Executive wants to improve revenues by 20 percent
while retaining
or improving current profit margins
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In a Nutshell
- Three types of scenarios: customer lifecycle, event-triggered, & outcome-based.
- Scenarios are always viewed from the end-customer’s
point of view.
- Customer Scenarios should always describe the customer’s
ideal way of doing
things.
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The Customer Lifecycle
(Click on image to enlarge.) |
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