Executive Summary:
What’s the most effective way to capture customers’ current and ideal requirements about your business, about current or potential products and services, about your processes, about the brand experience you offer? Lead an “Issues and Vision” discussion with a group of like-minded customers. Include your distribution partners. Use this technique on its own, and/or use it to kick off your Customer Scenario® Mapping sessions.
You’ll gain these benefits:
1. Your customers and partners will feel very well heard and happy about the dialog. They’ll be impressed by how well and carefully you listened to their issues. They’ll enjoy hearing from others and gaining new insights. They’ll feel it was time well spent. They’ll feel a much stronger bond with your firm.
2. You’ll gain a validated set of prioritized customer requirements even before you begin your customer co-design activities. Customers will build consensus around the issues they care most about and the experience they’d value the most.
3. You’ll have captured a context-rich set of customer requirements, issues, and vision in formats that are easy to share with employees and executives. You can edit the video clips, turn the flipcharts into action plans, and present your findings to a broad group of stakeholders. These findings are very convincing!
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