"Every company believes it is customer-centric. However, most of them are product- and service-centric first, focusing on how to enhance their offerings (e.g., adding services to gas stations) rather than putting themselves in their customers’ shoes (and realizing that people want to avoid the gas station altogether).
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Often customers have difficulty articulating the problem they are trying to solve. Therefore, it is critical to dig deeper to understand the root cause of customers’ challenges.
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Understand customers’ problems
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Identify pain points
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Look beyond your product
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Mapping customer journeys has become a norm in the industry. However, almost every company starts and ends its consideration of the journey with its product [Moi ici: Um excelente ponto!] — say a car or a mortgage. This can miss what’s driving customers in the first place, which can be highly useful in understanding consumer motivation and potential opportunities to add value."
A service-dominant logic usa esta figura:
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