Helping Your Customers Get More Value Out of Using Your Product
When we think of process improvement, our minds often jump immediately to what the business is doing to fill a customer’s needs.
We are not as good at looking at the steps the user takes. Is customer value added every time the product is used?
A case in point. I saw this kiosk at the airport recently.
Customer Value Added: On Demand Electricity
I think it is a great idea. It is a quick charging station for electronic devices. Very handy for when you forget your charger, or don’t have access to an outlet. At peak times in the airport, finding a free electrical socket can be harder than spotting the Loch Ness Monster. The company that built this kiosk got the need right. Access to electricity = customer value added.
What is missing, though, is a thought of how the customer will use this station. Nobody is going to stray far from an iPhone or a Blackberry that is plugged in at a public place. So, for the entire twenty or thirty minutes of charging time, the customers get to stand by the station.
A few chairs would help. Or adding secure compartments that the user can unlock with a swipe of their credit card. Or a detachable battery pack that is rented, but covered with a deposit in case the customer doesn’t return it. Any of those, and probably a whole lot of other options would be more appealing to a customer than standing their post on guard duty.
Remember-the value added to a customer doesn’t just come from what a product delivers. It also comes from how easy it is to use.