We met with Stian for a talk about deep customer insights and why this is of increasing importance.
- Why is it so important that companies focus on a deeper knowledge about their customers? “An understanding of customer needs is a key component of any successful business. With rapidly changing technology and customer expectations, it is now ever important that companies direct their attention towards a deeper understanding of the drivers in consumer behavior. They will have to do so in order to develop a well-founded basis for their value propositions and business models. The increasing number of new innovative business models we see in fact highlights this. These business models are based on new ways of thinking about customer needs, how to serve them smarter and better through technological development as well as a focus on the seamless customer experience.”
- What are some of the key questions companies should consider? “While the principle of putting the customer first may be well established, companies do not necessarily truly place the customer at the center of attention for how they design their services and business models. Some of the key questions that should always be considered include: what customer needs do we aim to solve? Is our offerings really what the customer wants and will they still want them tomorrow? Are we set up to ensure the right customer experience through the entire customer journey and across all touchpoints?”
- Have you recently worked on a case where an understanding of customer needs was a central issue? “First of all, this line of thinking should be applicable to virtually any industry and cases. As an example, I have recently been involved in a public sector digital transformation project that showed how this issue is just as relevant for public services as for any other sector. In relation to the project the term might be ‘user’ rather than customer, but the same principles apply. The key to success in this project was that the users’ needs and experience, as outlined by the user journey, helped guide the ambitions and how technology, people, information and processes were set up to successfully transform the way a service is provided.”