Now is the perfect time to start speaking to your customers and refine what and how you are offering your products or services. With people’s routines in upheaval and new needs evolving everyday its more important than ever to find out what your customers are thinking, feeling and doing.

The needs of society are being transformed right before our eyes. The elderly and disabled are being given their own shopping hours, baking has seemed to make an all-time come back with flour being raided from shelves and of course the major need that kicked everything off and signalled the beginning of the apocalypse, the need for toilet paper.

If your chasing sustainability and growth for your business in this rapidly changing environment, then focusing on the needs of your customers is the most certain way to get there.

Add 60% on to your bottom line. Is that a better figure to what you’re pulling in now? Or perhaps the future is so uncertain you’re not sure what the rest of the financial year has is store. Research by Deloitte and Touche, states customer centric companies are 60% more profitable compared to companies without such a focus.

With a customer focus you’ll be in good company. This little gem is from Jeff Bezos, Amazon founder.

The most important single thing is to focus obsessively on the customer. Our goal is to be earth’s most customer-centric company.”

It’s hard to argue that there isn’t value in being customer focused. Especially when you are quoting a guy that makes variably $11.5 million per hour. That’s right per hour, it’s not a typo.

Business Insider Australia states “Amazon has 14 leadership principles that guide its employees’ business decisions, but founder Jeff Bezos said just one is the “secret sauce” to the trillion-dollar company’s success. Focusing on what customers want or need has driven many of Amazon’s most profitable business moves.

“The No. 1 thing that has made us successful by far is obsessive compulsive focus on the customer as opposed to obsession over the competitor,”

Bezos said in a talk at the Economic Club of Washington on September 13.

Using your data to analyse customer needs?

The problem with using data to analyse customer demand is the lag. By the time you’ve got the data to make a decision the needs may have changed . That’s how quickly things are moving. It’s also tricky to predict where customer behaviour will go.

If you have an in depth understanding to what is in the heart and minds of your customers, then you will beat any algorithm.

How to get started.

It’s simple. For an organisation to become customer centric we need to connect to the customer. The simplest way to do this is by talking to them.

I embark on customer empathy interviews regularly and I have a 100% hit rate on uncovering invaluable insights about customers and their needs. It helps organisations validate their ideas or their gut feel for the right solution and it erodes the uncertainty in making tough business decisions.

Once you have the key insights it’s about refining how you can better improve your service, your customers experience or you may uncover a huge slap in the face opportunity that helps you design a whole new service. Put simply, it helps you meet the needs of customers. The “secret sauce” as Bezos terms it, to success.

Ex-President Barack Obama making calls himself to voters from a local campaign field office in Orlando, Fla. (AP Photo/Pablo Martinez Monsivais)

Get customer centric in 4 days

Here’s how I can help.

Day 1-2 – I Start interviewing your customers

Day 3 – Write up a complete customer insights report to help you understand your customers and their motivations

Day 4 – We hold an on online workshop with your team to get creative and find new solutions and new ways of doing things

It’s time to get human. Organisations need to understand their customers and jump in their shoes. If you’d like to chat more about how to design solutions for your customers send me a message. I’m here to help.

How UberEats continue to innovate with Design Thinking.

In 2014 infamous ride share company Uber launched into the food delivery industry. The online food ordering and delivery platform UberEats was born and it brought the late night lamb sandwich into question. Now there was a better option that met a need that crossed demographics and geographies. Based in San Francisco UberEats now delivers from restaurants in over 80 cities around the world making in to Perth in 2016.

Why are we talking about food delivery? Well there’s many success stories out there about innovative companies causing disruption. Each one has something we can learn from. What may seem to be overnight success stories are instead ideas that have been formed, research and tested over years. In this Innovation Series by Liv By Design we want to explore what are some of the simple methods that have been used so that we can adapt some learnings and create our own success stories. 

UberEats hits Perth

Here’s some fun facts that were published by WA Today following the arrival of UberEats to Perth and gives a sneak peak of the impact it had.

  • Hungriest time of the week in Perth is on Fridays at 6pm (No suprise there really!)
  • The first ever UberEATS order in Perth was a cheeseburger royale and steak cut chips ­from Jus Burgers in Leederville
  • The total distance travelled by the top delivery partner was 5,440 trips = 13,725 km. That’s Perth to Melbourne and back, twice!
  • The most ordered Indian dish in Perth is butter chicken ­- enough to fill 8.3 swimming pools.

Better results through real market research

Shall we call it Market Realsearch?  

Realising that they can’t possibly understand the intricacies and infrastructure of every city from their offices in San Fransciso they created The Walkabout Program“. We’ll talk about this is more detail but this is what is termed immersion in design thinking

“Every quarter, designers visit an UberEATS city and dive deeply into that market. They learn the city’s food culture. They study the transportation and logistical infrastructures. They interview delivery partners, restaurant workers, and consumers. They eat and eat and eat. Upon return, they share their learnings with the entire team. Each visit helps build a comprehensive understanding of our different markets and customers.” 

They also “Overshadow” another form of immersion where they follow the live deliveries as well as sit in peoples homes to when they are ordering their meal. “Watching our products in the wild helps us better understand the needs of our customers, how well our designs address those needs, and what challenges exist in the real world”.  

The power of a testimonial!

UberEats also actively seek out feedback from delivery partners, restaurants and consumers to try and fill any gaps that might come from the above initiatives. This then gives them powerful insights to dissect and discuss new opportunities. 

This is done via Innovation workshops.  

When they need to develop ideas they form a cross functional team to “generate insights and inspiration, then run creative exercises to generate a range of ideas. These structured brainstorms shake up the mindset of the team, push our creativity, and spawn innovative ideas like pooled deliveries and ‘virtual’ restaurants only available on UberEats.” 

“If you’re trying to design for the future, don’t design for behaviors that are happening now. Design for behaviors that are emerging, that are going to be new behaviors.” 

Lynda Deakin, Managing Director of IDEO’s Design for Food studio 

Dispruption

Why didn’t UberEats just get the insights from big data and deep dive research, surveys and mass market campaigns? None of these methods allow for the insights that are gained from more intimate personal research and if we are talking about true disruption then you won’t have any like products to compare to and certainly no past trends to predict from. 

If we are talking about emerging behaviours then its highly likely that if you’re waiting on industry stats and data to guide your way… then you’re too late. 

UberEats has made innovation and design thinking methods part of their DNA like many other success stories. They realise the power in remaining close to and having empathy for all the parties they serve. From the in-home diner, to the delivery partner to the restaurateur.  

Before you spend thousands on qualitative and quantitative surveys, reports and industry data how about considering a new method. Consider how you or your team can truly gain exposure through immersion in your market or look at external support who can guide you on how to do this and even provide a new point of view to old problems.  

This article is by Olivia O’Connor, Founder of Liv By Design a business solutions company. Liv By Design is dedicated to helping business owners grow their business and start strategically planning their initiatives by harnessing the creativity of their workforce through facilitated workshops.

We also help organisations gather true research of their clients by offering consultancy services in immersion techniques to gather insight that could transform your organsiation.  

Key-Person Dependency is the term used when a business is heavily reliant on the knowledge, relationships or skills of an individual or a very small number of people. (Often the business owner or owners). Typically, this is found in SME’s, however, it can be found in organisations of all sizes.

Let’s put this in straight forward terms. Are you a business owner or manager? If something happened to you tomorrow (god forbid) and you couldn’t work would the business survive?

The loss of an owner or key operator can be a real blow to a business.

Small businesses are particularly vulnerable to key person risk as they often take on all the business functions or maintain control of all the business functions. These can include all aspects of sales, marketing, operations, HR, accounts and the list goes on.

There comes a time when the risk of burn out becomes very real.

But before we get to some helpful hints let’s look at the importance of small business to the community.

Over 97% of Australian businesses are small businesses. That is they have between 0-19 employees. It’s a large and vibrant sector which is vital to the health of the Australian economy. Small business accounts for 33 per cent of Australia’s GDP and they employ over 40 per cent of Australia’s workforce.

Now to bring this a bit closer to home to WA the State Government reports that there are 224,270 small business who contributed $48 billion to the WA economy. 491,993 people are employed by small business in WA and 41% of the private sector workforce is employed by small business.

So as a collective we’re looking at a sector which is the heartbeat to business but they’re in a high risk situation where their business is dependent on them. Not only that, as individuals they’re left feeling as though everything is up to them. When you’re in this situation somethings got to give and their personal lives often suffer.

So how can business owners start working on their business (being more strategic) rather than working in their business?

What we’re about to suggest here is embarking on the beginnings of succession planning so that small businesses can grow and then sustain that growth, without them. They need to move from being the technician to instead and trying to do everything to overseeing the business.

Collaboration

Yep, it’s a simple one but we’re not talking about drinks and an early finish on a Friday. We’re talking about working together and using team cohesion to deliver the best services or products possible to your clients. Nothing brings people together like a common goal. Your strategic goals for the business should be shared with the team so they understand where the business needs to go and what role they need to play in that.

Empowerment

Once your staff understand where the business is going and what their part is you can then ask them to start thinking about how they can deliver on the goals. Why ask them? Isn’t it quicker to do it yourself and just tell them? In short no. By handing down a strategy with what they ‘need to do be doing’ we liken it to giving a kid a map of an amusement park and telling them they need to follow it and not get distracted on the way. It’s hardly engaging or fun. Instead get them to give you the answers. Let them think about what they want to achieve and how they plan to get there. Listen to their ideas. Let them have a few wild rides and trial some things. If it doesn’t work then move on to the next trial. Before you know it you’ll find new ideas spreading. You’ll find engagement at an all-time high and you’ll have staff that aren’t dragging themselves to work to follow a manual.

Encourage open communication

We heard that mumble under your breath. “What I just let the staff run wild and do what they want and try new things? They could ruin me!” Okay not exactly. This is within reason and within resources available. By encouraging open communication if one of your team come up with something that may never work hear them out give them the opportunity to talk through it and if you have an environment of open communication you will find that someone will critique the idea and bring them back to reality. In amongst that wild idea you may have an element that could be simplified or adapted to work.

Automate your process

Yep, we just got boring. By automating processes, it not only saves you time but it also ensures that more people can be capable and easily trained to complete day-to-day tasks.

This is where big business excels. Large organisations are twice as likely to innovate in the area of operational processes as small business’. (Reported by the Small Business and Family Enterprise Ombudsman, Commonwealth Government.)

Capture your customer data

If you got great sales and business development personnel ensure the details of your clients don’t leave with them. You should own and control all your client records.

Business owners need to invest in their future and the future of their business by empowering their staff and setting up processes that help people move towards one common goal. This will allow their staff to feel like they are contributing. They’ll feel more included and confident and they will be more likely to go the extra mile. They’ll be happier at work and in effect happier people in general.

Here’s the mic drop. You’ll not only be responsible for uplifting your team but you’ll also free yourself from the treadmill of business problems and tasks and instead rise above this and start looking ahead into the possibilities of the future of your business and for yourself.

This article is by Olivia O’Connor, Founder of Liv By Design a creative business solutions company. Liv By Design is dedicated to helping business owners grow their business and start strategically planning their initiatives.
Through facilitated workshops Liv By Design harnesses the creativity of your workforce to achieve effective innovative results.