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Listening to customer input can yield innovative outcomes In business, customers' opinions, issues and concerns matter a great deal. A Harvard Business Review* article suggests that successful companies shouldn't seek solution-based feedback from customers; instead, companies need outcome-based information that leads to innovation. Companies have often only thought to ask customers what they want. Motor coach operators have traditionally asked their customers where they want to go and what activities they enjoy. Answers might run along the lines of "I want to go to Las Vegas," or "I want to see a show." But customers don't always buy once these tangibles are delivered, writes author Anthony Ulwick. Rather, he suggests, customers should be asked for outcomes — that is, what they want a new product or service to do for them. For motor coach operators, a better question might be, "How do you feel at the end of a great vacation?" Or, "What do you like about group travel?" Answers may lead trip organizers in new directions as well as help to fine-tune their current tour and charter offerings. MCI has given thought to the matter as well, most visibly in its service standards team. MCI's service standards team recently asked operators about their interactions and expectations at MCI Service Centers. What team leader Ken Russell, director of technical services, and other team members learned surprised them. "We thought scheduling would be a big concern," said Russell, "but most folks we talked to say they're flexible. What was a big deal is that when customers come to pick up their coach, they want an easy way out of the facility. We may not have thought of that." Improvements were subsequently made. The team is currently measuring customer outcome-based information for Parts and Warranty. Not all motor coach operators have the resources to collect as much customer data as MCI does, but a little creativity can go a long way in making sure that a fleet is well-serviced and customers well-served. As the Harvard Business Review article concludes, when the process of innovation begins with identifying customers' desired outcomes, it will end in the creation of products and services they will buy. As an FYI subscriber, your input is important to us. Please e-mail us at fyi@mcicoach.com if you would like to comment on the article or express an issue or concern. *See Harvard Business Review Best Practice January 2002, page 91. |
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