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The logic of the swing: the gap between needs, expectations and results - Part 2

The logic of the swing: the gap between needs, expectations and results - Part 2

KGO Management Online

This is the second part of the post focused on problems that make dissatisfied customers more than necessary and complicates the lives of those who produce goods or services.

In the first part we focused more on ' analysis of situations involving the phases of product realization .

Today we will conclude the argument dedicating ourselves to all aspects of client-side: the delivery of the product to 'after sales . For the last four points we rely on the sticker of the swing, which surely you have seen, to analyze together the most common mistakes that now seem to come in our daily lives.

6. What the customer receives

problem!

What the customer receives the order to delivery is roughly what had been agreed upon, but, even if the elements are all there, are not in the right place operation is not always what you expect or customer is not clear what should be done. In a sense, is the same problem that we find ourselves confronted with when you have to assemble Ikea furniture: it is not too clear what you should do and in the end always moves a few lives. The problem arises mainly because, after spending hours on a project, it is substantially unable to comply with due detachment . We take for granted some logic, that in the eyes of our consumers are not so obvious.

In the picture next to it, probably, it was decided to tie the trunk to swing just to give you an accommodation is not dangerous when not in use, but the solution may be impractical for the customer in terms of daily use .

How to get out?

The best solution would be to perform usability testing of , but this is often impossible for time and cost. To obtain good results, however, just try to make everything as simple as possible, avoid strange logic that require unnatural actions, never lose sight of practicality and constantly evaluate if there is moving away too much from the initial intentions.

7. Support available

problem!

Compounding the problem has been described above, is the fact that often the customer does not know or manage the product does not possess the technical skills to use it. Part of the problem was caused by a bad design (no, the design has very little to do with the creative talent and very intuitive to make use of things), but above all it is a lack of documentation. The user usually is left to itself without any explanation and without it he has the slightest idea of what should or could do. Some customers do not even dare to admit that they do not know how to use, others can exploit a small part, while the more adventurous, trying to contact the manufacturer for clarification, they find themselves up against a glass ceiling.

How to get out?

simply not leaving the customer after the sale: continue to provide services, assistance and, if necessary, training. In reality this is not just to ensure that customers can take advantage of what he bought, but will give you the opportunity to see how it behaves. You will receive a feedback, allowing you to improve the design correcting elements and the steps that are difficult to understand, so as not to commit the same mistakes in future.

8. For what they paid

problem!

If the customer came to us because it had a swing, there is no reason to try to sell so many extra services, which it does not need to be transformed into a swing roller coaster. Too many features will only become more cumbersome product, making its operation more complex than necessary. A good example with which you had to do, multifunction digital clocks are: do not just mark time, they also make the stopwatch, alarm clock, timer and time zone around the world. All things (which on paper seem useful but are little used in everyday life) that make the operation so complicated that in some cases it would take a degree from MIT, and even with that you are sure to succeed.

How to get out?

Returning to the earlier remarks, we must focus on real needs and cut away everything that is not strictly necessary . Do not forget that the budget was limited, it makes no sense try to give customers more than they need and make it all with poor quality materials, to keep him inside a budget gained.

9. What he needed?

recap briefly, the customer comes to us with ideas unclear looking for something that fits their needs and devising an unnecessary swing with three seats, but with only enough budget to buy a rope. Instead of driving to give you what they really need, try to work: the promise ultra comfortable swing, it will pay as if it were able to offer experience comparable to a roller coaster. After numerous design errors and misguided attempts to correct, the delivery is often a swing that does not work as expected and he is given no support. What the customer really needed, however, was made with a tire swing.

The result is a satisfied customer? No!

This is because the gap between customer needs, expectations and promises made on the basis of what you get is huge in the end, and especially not what they need.

After a long preamble so I would imagine that a solution is equally complex. But no, like all truly effective solutions, it is really easy, the difficulty is to put it into practice, is Dialogue:

• within the company, for avoid mistakes that make adding delay and cost.
• with the client to get to know him and focus on all stages of product creation on him

This will make it possible to shorten the gap between the product and getting what served, and finally have a satisfied customer .

You, in your work, finding strategies to satisfy customers and avoid the logic of the swing?

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