Levels of Perspective - Perspective 2 - The Customer

Updated: Apr 5, 2020

In this series I started discussing the various Levels of Perspective in an Organization. The first in the series focused on the actual Organization itself. Within that, we broke down 4 techniques to help us understand how to decompose, and understand our internal business model and architecture. If you missed that blog post you can read it here. In addition, I launched my very first Dojo Talk Episode on Business Architecture with my dear friend Columbus Brown. I enjoyed doing that episode and received such encouraging feedback. THANK YOU!!!! 😊

To continue on with the series, for the next few posts we will discuss Perspective 2, the Customer. To get us started, I will define what Customer Experience is. Then in my next couple of blogs, I will explain why the Customer Experience is critical for success, and how to capture the information. Lastly, we will review some techniques and examples, where I will also provide an interesting perspective from another colleague of mine. In addition to the blog post, I am also working on the second Dojo Talk Episode with a friend of mine who lives, and breathes Customer Experience. A lot of exciting information coming for this Perspective.

Let's jump right in, shall we?

PERSPECTIVE 2: THE CUSTOMER As a martial artist instructor, in order to teach you need someone to teach (your students). I look at the students as my customer in the context of this conversation. In order to teach as effective as possible, I need to take time to understand who my students are as a person, their abilities (physical, mental and emotional), and their motivation to study the art to name a few. This data can help me understand how to approach teaching them, as every student is different. Though the fundamentals of the art are the same how I approach interacting with the student to bring forth those fundamentals may be different.

The same process holds true for customers who engage with your products/services. Without customers, selling or providing, products and services would be quite difficult. I know many, if not all of us, already know that. However, there are so many organizations, companies, and/or businesses that lack the right amount of focus on the customer. Though strategy, objectives and goals are important, delivering value to the customer, with a very positive experience, is critical. If you recall, in my January blog, one of the tools we discussed was the “business model canvas”. This canvas consists of 9 components and 2 of those components were very specific to the customer, which reiterated to me the importance of the customer. To refresh your memory the two are