How To Develop Your Skill For Great Success And Happiness Including Become CPA? | Additional special tips From Admin
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Designing Innovative Services Begins with Four Questions
Service providers, like product sellers, must innovate constantly to keep their edge in the marketplace. But a very common problem prevents many from achieving innovation breakthroughs: They tend to be held back by their very zeal to achieve unsurpassed service.
The problem begins with their fixation on comparative measurements of service quality. If you work for a service provider, or are on the receiving end of marketing messages from one, you know how important such metrics are for building customer trust. Service quality research is also the main tool many service providers use to identify opportunities for service improvement. But by necessity it keeps the focus on service offerings that already exist. And it keeps management’s understanding of customer value tightly yoked to what is available today, devaluing any prospects for real innovation.
Consider an analogy in the product space. If a mop maker asked housecleaners to rate the various elements of its mop, what would it ask about? Absorbency, let’s say, and the length of the handle, and who knows how many other attributes. And what would it do with the feedback? Seize upon any shortfall, no doubt, as an obvious opportunity for improvement. But would any of those lead it to create the Swiffer? Highly unlikely. Odds are good that it would come out with a new and improved mop.
To recall Ted Levitt’s famous admonition, the customer doesn’t want a mop. What the customer wants is a clean floor. By focusing on the tool it had already invented, a mop maker would neglect to focus on the higher-potential prospect of providing a better way to solve the customer problem.
The same broader perspective is essential to service innovation, because a service, too, is simply a means to an end. As Clay Christensen and his colleagues, writing in MIT Sloan Management Review, said,”When customers find that they need to get a job done, they ‘hire’ products or services to do the job.” (See this pdf for the article.) We hire a mortgage to finance a home. We hire a personal tutor to improve particular skill areas. We hire a search engine to find information on the web.
Based on my long study of service innovation, I know of four basic approaches to getting your innovators to focus on the job the customer is hiring or might hire your service to do. Over the coming month, I will delve into each of them, sharing stories and tips for discovering the best opportunities with each of them. For now, I present them as four basic questions to challenge your thinking:
None of these probably strike you as strange questions. All are likely to produce ideas that could pan out as valuable service offerings. But note again: if your starting point for service innovation was a research report on your current service quality, you would be very unlikely to arrive at the same ideas.
It’s time to shift the focus of service innovation away from the service solution and onto the customer — and more specifically, onto the job the customer is trying to get done. Rather than asking, “How are we doing?” or “How is our service performing?,” service innovation success relies on a company asking, “How is the customer doing?” and “What else would the customer like to be doing?”
Lance A. Bettencourt is a strategy adviser with Boynton Beach, FL-based Strategyn. His new book (from McGraw-Hill) is Service Innovation: How to Go From Customer Needs to Breakthrough Services.
Designing Innovative Services Begins with Four Questions
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A note for you if you pursue CPA licence, KEEP PRACTICE with the MANY WONDER HELPS I showed you. Make sure to check your works after solving simulations. If a Cashflow statement or your consolidation statement is balanced, you know you pass right after sitting for the exams. I hope my information are great and helpful. Implement them. They worked for me. Hey.... turn gray hair to black also guys. Do not forget HEALTH?
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