Is the customer always right?
- Recovery mode
Recall Henry Ford’s common phrase, “If I asked people what they needed, they would ask for a faster horse.” We cannot be sure that these words really belong to Mr. Ford. But if he had interviewed his potential buyers (using
In history, there are many examples of successful products, the basis of which is not “responding to a customer’s request”, but understanding what the customer really needs, often unconsciously. If you have ridden horses all your life, do you think it would hurt you to ride without a horse at all? When interviewing customers, you need to understand what they think in categories that they already know.
Understanding what the client wants is not so simple .
To begin with, let's confess to ourselves - we are not very good at understanding what our client wants. Otherwise, the service providers would not have been deprived of customers, and the assortment of
What does the client want? We do not have an answer for two reasons:
1. Among the visitors, a considerable share falls on the prowling competitors and shopaholics “on the hunt” in search of a favorable price.
2. People do not always know exactly what they want. In other words, what they think they need is not necessarily their real need.
How to identify customer needs?
Trial and error, one of the best ways to unravel the customer's need. The problem is that any attempt to change
Thomas Larnitzius states: “There is no need to take strictly the work of designers. The attempt to change
Although, more often a change in the design of the company logo is associated with updates to the functions of the application itself. This makes it possible to attract more audience attention to create hype.
We will not dwell on such an insignificant attempt to annoy the public for a long time. The idea is that we, as consumers, often have no idea what the ultimate goal was to update the design of a brand. But we can assume that the basis was the desire of developers
Do the customers themselves know what they want?
UPS Pulse conducted a study among visitors to online stores trying to understand why customers leave without having made a purchase. The results are as follows:
50% are not yet ready to buy;
20% are distracted by
16% just came to see. That is, 2 out of 10 visitors, initially, go to the site, not intending to buy
Michael Suoka writes: “In everyday life, people cannot say exactly what they want, they can only speculate. As it comes down to it - they may want
It is possible that the audience is obediently getting used to the new design, and, perhaps, the new design is what she really needed, but she did not realize this.
Jeff White expressed his opinion on the inbound.org blog about the new instagram logo design: “The fact that the layman thinks it works for 5 minutes actually carries months, and even years of painstaking work, experiments, improvements and professional skills. I was always amazed at how much the public does not realize (or rather does not feel respect) for the titanic work done to create a new icon or function for the application. Not to mention the courage you need to have in order to announce an update for the application that millions of people use. Is there an urgent need for this? Not. But this is the first step towards modernization. ”
When consumers criticize
The client may be mistaken in their desires.
A couple of recent popular applications - perfectly demonstrate to us: giving the audience what she wants (or thinks, wants) is not always a direct path to success.
- Twitter was originally created as a platform for Odeo podcasts. - The instagram, created as Burbn from the beginning, was a local application that allowed you to add friends, mark geolocation and post photos.
If you imagine that each new product is created as a response to the request of the audience and an attempt to satisfy her wishes, then judging by how the successful applications started today, it
You can talk about this for a long time, but the fact remains: successful brands / applications / products did not solve the problem voiced by the client, but offered
Is it a good idea to let customers and potential buyers dictate in which direction your company should develop? Not. As the English proverb says, “a camel is a horse designated by the community.” In other words, if you try to satisfy the needs of everyone, then, in the end, you will not be able to satisfy anyone.
On the other hand, seeing a good idea in front of your eyes and pushing against it
Trying to give customers what they need (and this is not always what they really want) is a good start, but you need to focus on what really makes a profit. Remember, your most ardent critics may not be your clients. Yes, it’s not easy to take the risk and go “against the crowd,” but as Armin Vit says in his article on the new Instagram logo, “people have a very short memory”: “This is just a matter of time - three months, approximately, - as long as people start to recognize this and consider it the Instagram app logo. ”
If you can catch even a small fraction of such success, you can understand how it works, even if your customers think that they don’t need your innovations at all.