Who Moved My Cheese? Thinklet
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Nth Degree Software

Becoming a Great Customer Observer & Questioner

Why Use It

If you want to become an expert at monitoring change … you need to become an expert at observing change. If you want to become an expert observer … you need to become an expert questioner.

How to Use It

1. Develop a Questioning Attitude.

Asking questions is the #1 driver of civilization. Without it we would still be in caves. Having a questioning attitude as small children was very natural. Children are constantly asking questions about what they are observing. However, as we grew older many of us lose our ability to ask questions.

So the critical success factor to become a great observer is to reacquire a questioning attitude. This can be achieved simply by a conscious effort to DO IT.

2. Becoming a Great Customer Observer

Customer observation is not done by a phone interview, or a survey, or even a focus group. It’s done by walking in your customers’ shoes. It’s done by observing actual customer behavior versus what they say they do. Here a process to consider.

1	Who do you want to observe?
2	Why do you want to observe them?
3	What do you want to observe?
4	Make a predicted observation of what you will find.
5	How will you observe?
6	What things should you be looking for? · What motivates customers to buy or use product/service? · Do customers use products/services in ways not intended? · What does your customer like or dislike?
7	Perform observation and collect data
8	Compare observations with your Predicted observations
9	Draw conclusions
10	Develop “change” innovations

3. Observing internal customers: Remember, you also have “internal” customers that you need to treat like “external” customers. Look at your internal customers (clients) not just as your direct supervisor but as people from other departments as well. Make no mistake … these “co-workers” are your customers! Ask your co-workers if you can help them for a short time. Working side by side with someone can give you a completely different understanding as well as insights into their needs.