How often do you go shopping or go to work and think ‘I feel understood; people are listening to me and understand my needs.’? How often do you have a positive customer or employee experience? I imagine it’s not often enough.
Stores and workplaces – online and offline – are not often set up to meet the needs of their consumers or employees, however much they may believe they are. Usually, we design stores to encourage us to spend money, and we design workplaces to encourage us to make money. Organizational leaders may spend time trying to understand our needs as people, but mostly their goal is to create a space where they get the results the business needs.
Human Experience Matters
Consider this example of customer experience:
A global magazine features different price options for print, online, or both; the print versions being the most expensive. Naturally, a price scaling approach encourages people to buy based on price. However, by trying to persuade consumers to buy the option that best suited the organization using price options, they were encouraging them to experience the following dilemmas:
- “They don’t want me to buy the print version because it’s more expensive to create, but I want my magazine in print so I’ll choose it. Now I feel disgruntled at having to pay more for my choice.”
- “I would like print, but it’s too expensive so I’ll choose online only. Now I feel disgruntled for being forced to choose something I don’t want.”
- I only want online anyway so now I’m saving money and benefiting the environment! (Happy customer, but, unfortunately, this means pushing out those consumers who still prefer to read in print).
- “Perhaps another magazine will allow me to buy a print version more cheaply – shall I go elsewhere?”
By not thinking first about the needs of their consumers, this company risked alienating a portion of its loyal customers and risked having little understanding of the true needs of the ones it kept.
Small Changes Have Big Impacts
When the magazine changed its prices so that all three options were the same, consumers had to think more deeply about the options that best suit their needs and lifestyle. Not only was this a positive approach for the well-being of the consumer, but it was also useful to the company. It allowed them to develop a better understanding of the needs of their customers without price getting in the way. This small change then influenced their future marketing, for this and other products, as they now had deeper data about their consumers’ purchase preferences.
People’s needs matter for human well-being and business
Every decision we make as organizational leaders impacts our consumers and employees well-being; if instead of focusing on the organizations’ needs, we focus on consumer and employee experience and the impact our decisions have on those experiences, we make for happier and more engaged people. Research shows that positive employee and consumer experiences, make for happier and more engaged people and, ultimately, have real business impacts.
Deeper insights achieve deeper results
At Innovationbubble our work is not just about creating better positioning for your products, saving your company money, or being more efficient; we do all of those things and more, but our goal is to provide better customer and employee experiences. Our experience shows us that the rest follows.