Among service companies, those who know our strengths and weaknesses the most are our own clients; that is why we must strategically rely on their opinions and not just try to satisfy them.
Very often we carry out our research and organizational development processes behind closed doors. Today the practice must be different, we must use as the main input innovation based on the creativity of customers or consumers (users).
The value of customer cooperation in our research and development processes is incalculable; the true innovation arises from the interaction of the client with all the elements that make the product / service; that is, the value of the client's opinion and understanding of their needs and desires, since the client has a particular and different way of seeing what we offer him, he sees it from the outside, he does not know our paradigms or our internal complications, does not see everything that does not generate value, only perceives and values what is useful to it.
The result of the exercise can be summed up in greater certainty and efficiency in everything that we can design and implement to satisfy the new needs and desires of our clients; They are partners in the creation of new products and services, defined by experience as direct consumers.
In traditional development processes, companies manufacture products / services through fostering in-house talent development, and the customer is limited to accepting or rejecting it (of course, after purchasing it or having a user experience).
Through the interaction process, the client seeks to participate and create their own experience in the creative process, so the challenge for companies is to incorporate clients in the process of design and development of products / services or improvement of those already existing.
Within this process, permanent dialogue with customers and users is important, as well as knowing their expectations through satisfaction surveys and measuring perceptions of user experiences.
The creative process develops learning experiences, where the differences perceived by customers can be valued, in relation to the utility or benefits obtained with the acquisition and use of products / services.
Each person responds to slightly different stimuli in relation to the utility and benefits they obtain when interacting with products and / or services, which in turn becomes the set of potential experiences that will determine for that or another market segment, the will to pay a price for the new benefits that are developed through creativity, which is the basis for companies that can invest in applying the desired changes and thereby obtain economic value that will generate profitable growth in the future of the organization.
The initiative and creativity based on the experience of using the products / services, becomes the main incentive for their transformation and development.
Transformation is the basis of future value, the ability to create and innovate only occurs, if companies promote changes where the customer can be the main protagonist of the growth and development of the organization, through planned interventions that allow turn experience into an important input for evolution.
The foundation of innovation is the perception (conception) about the utility that the customer finds to the product / service and the satisfaction of their current needs / wants and the potential development of new needs / wants.
The interaction of customers and / or consumers promotes and facilitates the experience of value creation through innovation, is based on the development of creative processes that arise from the levels of satisfaction of people when they are familiar with products / services and that as a consequence of their needs and desires, they force to look for new applications to satisfy new needs or desires through the change and / or transformation of product / service or any of its components.
The consumer can exert his levels of influence towards those products / services that satisfy his needs and desires (whims) and that allow him to generate new satisfaction standards within the existing category.
Technological capacity only makes sense when it focuses on improving the experience desired by the customer or consumer (user).
The future of the markets is in those organizations that measure satisfaction levels and that involve their clients and / or users in the development and transformation of products / services.
By implementing this new development proposal, we commit ourselves to being more agile within our organizations, since; The greatest limitation of business Plans and Projects is in EXECUTION (the work itself); transmitting ideals to realities that can be converted into financial results is more than a skill, it is the mixture of many skills that, within a clear process of effective communication, can help to achieve results.
In the end what you are looking for are results, not just good ideas; Of course, the successful results will be those obtained from the execution of these good ideas and what better if they come from our clients.
It is important that we succeed in developing the link between the client's way of thinking and the effective execution of the organization. The way of thinking has to do with the application of creative models and our initiative, the execution has to do with the way of acting, achieving concrete ideas in results, achieving benefits from that creativity and initiative applied.
Our legacy is framed in the important things that we manage to achieve and that others perceive as an added value to what we have to do, for this it does not matter the position or the location that we have within an organization chart, the level of influence that we can exert on others when we do not have hierarchy and when we achieve results without having to have authority and power. This is called "The True Leadership".
Specify results as a result of transmitting the way of thinking of our clients, which we must quickly convert into our own way of thinking. Without a doubt, a new way of thinking goes beyond the simple classic story of managing people, it is more of a challenge within ourselves that allows us to live different experiences and dream of a different future, of which we can only be creators and protagonists.
To be able to do different things, it is necessary that we know our clients, our company, our collaborators and that we know the demands of all of them in relation to the future they want and the new needs and desires that are developing in competitive markets.
To achieve this, it is important that we all become aware that our structural and functional position is related to SALES, there is no longer the traditional division between marketing, production, administrative and support areas, today all of us within the organization we sell; Our professional development demands a commercial and customer-focused service approach, regardless of our area of expertise.
In conclusion; the creative minds, the potential and the talent that can guarantee our organization's future, it is not only in those who are part of it, we rely on the creative minds the potential and talent of our clients. The best way to satisfy the customer is taking it into account.
