5

Great customer experiences satisfy our higher objectives

In a movie, what makes each character interesting are the objectives hidden beneath what they say or do. Customers are no different: wants and needs are derivative, it is satisfying the higher objective behind them that is the foundation on which great experiences are built. This chapter will show you how to model customer objectives in a way that will open up new opportunities for improvements, and help you get your customer experience right at a product or service level.

People don’t want to buy a quarter-inch drill, they want a quarter-inch hole! THEODORE LEVITT

The basic purpose of any product or service is to help the customer to satisfy an objective. Customers have goals, and ...

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