“IF YOU’RE MAKING THE CUSTOMER DO ANY EXTRA AMOUNT OF WORK, NO MATTER WHAT INDUSTRY YOU CALL HOME, YOU’RE NOW A TARGET FOR DISRUPTION.”
Blur The Lines
Just as customers are applying expectations from other categories, you’re allowed to look outside for ideas, too. Some of the greatest service innovations come not from inventing something new but applying principles from successful players in an unrelated category. The key to making this work—and one of a service designer’s most crucial tasks—is to spot similarities in service expectations despite category differences, and translate the successful approach to a new context.
Photo Issue 2011: In person-to-person conversations, we listen and influence others based on our five senses. Online companies should similarly listen to their customers with the five digital senses. It may take a pair of large floppy ears for some people to really hear.
"Listening To Your Customers With The Five Digital Senses"
Photo By: Raquel Van Nice