Comments on: Using values: connecting deeply with customers

By: jmcaddell

jmcaddell — Thu, 20 Aug 2009 14:12:52 +0000

Paul, Dave,
Thanks for your help with the team. If you would like a team shirt, please send along your size. They are trying to place the orders this weekend. Thanks!

John Caddell

Caddell Insight Group

1 (717) 798-8108

http://www.caddellinsightgroup.com

http://www.mistakebank.com

(Follow me on Twitter at http://twitter.com/jmcaddell)

By: mlgreen8753

mlgreen8753 — Wed, 19 Aug 2009 08:04:20 +0000

BMW advertisements always appear to be highly targeted, a strong indication that BMW has done their research and knows clearly what their customers want.

By: Tom Gibson - Creating Outstanding Customer Value

Tom Gibson - Creating Outstanding Customer Value — Mon, 04 May 2009 17:00:36 +0000

[...] Using values: connecting deeply with customers - JohnCaddell [...]

By: Larry Irons

Larry Irons — Mon, 20 Apr 2009 03:07:08 +0000

I enjoyed the post John. I really appreciate the focus on stories your approach brings to the customer experience discussion. In addition, I've appreciated the Workable Wondering method developed by the Zaltmans, especially in its applicability to the say-mean gap in research on customer experience and general issues in experience design. I offered my take on a similar issue late last year. http://tinyurl.com/cuu2th

By: jmcaddell

jmcaddell — Thu, 16 Apr 2009 19:45:37 +0000

Michael,

The situations where I've used values have been customer-oriented, and my
story-eliciting questions have been focused on recommending-type stories,
such as: "If your best friend was considering buying [product/service], what
story from your experience would you tell him to convince him he was doing
the right thing?" and the reverse question (what would you tell him to
convince him he was making a mistake?).

The stories that come out of those questions naturally bring out values. In
other situations, like more operationally-focused ones, values didn't come
out as easily.

By: Michael Yacavone

Michael Yacavone — Thu, 16 Apr 2009 19:33:33 +0000

Have you found that the prompting question should change when looking for values? I recently prompted a small team for stories on communication – web and internal (future backwards). When I tried to test the emergent constructs (alone) it was difficult to extract values. Couldn't decide if I need more people for bootstrapping the thinking, or if the question didn't lend itself to values extraction.