Agile
Digital Transformation
Self-service technology
Faster delivery
<yawn>
Heard it all before? Yes, so have I... numerous times and across many different clients.
Each is craving to "move to become a digital organisation" or "reinvent their online proposition to embrace change" and other similar modern and (to be honest) pretty meaningless statements about themselves.
But I think they are approaching this the wrong way.
On the basis that each company exists to provide a product or service to another (person or company)... why the heck are they not focusing on asking more questions about what their customers need? Or questioning what stops their valuable users buying/using/engaging more? And more fundamentally... why aren't more people tasked with trying to answer those questions with the creation of better products and services, increasingly delivered as software?
So rather than saying "we need to redevelop our website to improve our KPIs"...
You need to ask "why don't we make it easier for customers to convert?"
And rather than stating "we need to reduce the number of clicks in our online booking process".
You need to ask yourself "why do customers seem to have a problem getting past the 4th page?"
It is only then that you get to the creation of an insight-based hypothesis to change a process or product.
Self-service technology
Faster delivery
<yawn>
Heard it all before? Yes, so have I... numerous times and across many different clients.
Each is craving to "move to become a digital organisation" or "reinvent their online proposition to embrace change" and other similar modern and (to be honest) pretty meaningless statements about themselves.
But I think they are approaching this the wrong way.
On the basis that each company exists to provide a product or service to another (person or company)... why the heck are they not focusing on asking more questions about what their customers need? Or questioning what stops their valuable users buying/using/engaging more? And more fundamentally... why aren't more people tasked with trying to answer those questions with the creation of better products and services, increasingly delivered as software?
So rather than saying "we need to redevelop our website to improve our KPIs"...
You need to ask "why don't we make it easier for customers to convert?"
And rather than stating "we need to reduce the number of clicks in our online booking process".
You need to ask yourself "why do customers seem to have a problem getting past the 4th page?"
It is only then that you get to the creation of an insight-based hypothesis to change a process or product.
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