© 2005
Rai Chowdhary, MS, CQE, CQM,
Six-Sigma Black Belt, Business Coach
www.hownwhy.com
In an earlier article - Understanding
Customers 101 we discussed what needs to be done when a customer is upset
about the product or service. In this article we will look at the types of requirements
customers have and why it is important to understand the same. Doing so is preventive
rather than corrective, and therefore makes more sense in today's fast paced competitive
environment.
About six months ago, we bought a toaster
from a national hardware chain store. It was a very stylish Italian model; the
picture on the box showed a nicely designed machine, with quite a few features
that we could use. Once we started using it, here is what we found:
-
The knobs for temperature control, and timer had a mark on it to indicate position
but it was barely visible. As a result it was very hard to see where the knob
was really pointing; this resulted in frequent errors in setting the time, or
temperature, or both. Luckily there were no accidents - albeit the possibility
of a fire was very real.
- The grill in the toaster would not
slide freely, this resulted in occasional burns when removing it from the toaster.
Fed up of this we sanded the sides of the grill; naturally the chrome plating
came off, and resulted in pre-mature rusting of the same. This caused it to get
jammed even more than before
- The bottom had a slide out tray,
but sharp corners on the tray caused injuries when removing it for cleaning
- Once opened, the door would not close properly when the oven was
hot, unless we slammed it shut
On the fancy side,
it had a nice bell that rang at the completion of the timer cycle, the top and
sides were beautifully polished, the power chord was a pleasing color, there were
multiple tiers in the oven for stacking up trays, and the handle on the door was
very aesthetic.
It is common for product designers to load
features in their designs - especially ones that appeal to them, hoping these
will enhance the appeal of their products. However, the ultimate test is the customer.
Eventually, what matters is how the customer perceives these things. Therefore,
it is imperative we take time to understand the "Voice of the Customer".
There are 2 voices we need to reckon with: 1 - the spoken
or explicit, and 2 - the unspoken or implicit. When customers are asked what functions
and features they would want to see in a product they naturally speak about the
things that exist at their conscious level. However, many features and functions
are taken for granted, and never spoken of. Why? Because they are understood or
given, and are expected to be there without asking. Example: when you buy a car,
you take for granted - it will come with a jack and a spare, the windshield washer,
and the right fluid in the right tank (radiator coolant, and washer fluid) etc.
Lapses in meeting implicit requirements often cause high levels of dissatisfaction,
and get discovered only when there is a need to use those functions. The surprise
is what upsets the user. So, here are ways you can use to prevent such problems.
Determine the stated / explicit requirements by dialog
- ask them and they will tell you. However a structured approach will be more
effective in ensuring a comprehensive list is compiled, and nothing is omitted.
To do this, use the 5 Ws and 1 H - Who, What, Why, When, Where, and How. To surface
the implicit requirements you will need to work harder. Several approaches may
be required to do this - for example: observe the customers as they try to use
the product, and, try using the product yourself as a customer. I am often amazed
to find many business owners not taking the time to test out their own product
or service.
Sometimes using focus groups is more effective.
The best thing to do is to use novice customers, and test the product with both
genders where it makes sense. Don't forget the baby boomers are aging; so make
sure you select people from different age groups to run your test. As you observe
users of your product interacting with it, pay close attention to how they use
it, under what conditions, and more importantly what kinds of misuse are likely
as well. This is important since what may be misuse in your mind, may be normal
use to customers. Not using such approaches can be very risky - would you rather
determine issues with your product before hand or let the customer discover it?
In summary, then - customer requirements exist as explicit,
and implicit. The latter are harder to determine, and require more effort because
they lie at a sub conscious level. You as the designer, producer, or a service
provider are accountable for meeting both nevertheless.
Copyright
Rai Chowdhary, All Rights Reserved
Date 3/9/05
