Through our various user research projects related to product, application and website development, our passion is to integrate human factors and the voice of the customer in the design to help satisfy customers and keep them coming back. Because of this commitment, when we hear about resources that affirm the priority of customer experience, we stand up and take notice. That’s why we’re sharing news of an insightful book entitled “Customers Included: How to transform products, companies, and the world – with a single step” written by Mark Hurst and Phil Terry, partners at New York City-based consulting firm Creative Good. The book will be out in October, and the sneak peak provided by the authors is too good not to share! The book addresses the compelling question of how a company can best “listen” to its customers. As the authors note, whether an organization wants to achieve better innovation, higher profits, or some other measurable outcome, including the customer leads to success.
Customers in Common
The book showcases how organizations have dramatically improved the customer experience in fields as diverse as health care, banking, travel, restaurants, Internet services, urban design, global development, and consumer technology. A series of informative case studies have one thing in common: by including customers, organizations dramatically improve the odds of success for any service, product, innovation, or strategy. We’ve witnessed this with our own clients who have turned to us to help them identify what their customers need, and then incorporated those insights into winning designs. The TecEd team thinks this is a great resource for CEOs and top executives, and especially relevant for product managers, designers, marketers, technologists, and other professionals focused on delivering an outstanding customer experience. As the authors note, including the customer is an absolutely essential element of innovation, whether the “customer” is a shopper, a user, a student, a patient, a citizen, or even an employee using an internal service. Every product, every service, every mobile app and website, every innovation has customers. The bottom line: an optimized user experience is a business imperative. We share this priority, and welcome this new piece of thought leadership on this important topic.
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