Page 44 - CIJ Nov 2024 Digital Edition

SPECIAL REPORT

You might observe that they clean
the equipment but don’t use some
functionalities at all.
We do broad-scale
development with our new
products and get feedback from
customers on the prototypes.
We have them test pilot
projects, which allows us
to get feedback. These are
early-stage prototypes, not
finished products, and we
gather feedback throughout
the development process from
as many customers as feasible
from different geographies.
Getting on to the bonding part,
the delegation experienced a cruise
on the Mississippi River, the visit
Once to the Mall of America and a tour
we of the twin cities of Minneapolis
survey the process and St Paul.
customer, we on their The closing effect of the entire
get that data back own. This tour got a nostalgic flavour when
and act on any negative is not a survey at all a street singer got on to his guitar
feedback. We call the customer but based on observation. We go singing the old classics of English
directly and correct the negative in with a small group of people music, which spontaneously set the
experience, finally closing the loop. and watch them clean the facility. rhythm to our feet.
But the key is that we use all that
data to inform thematically how
we need to improve our processes.
We have been using this for four
years, and we are broad-based
enough to get customer feedback
on scale.
The other feedback is on
products. We do “Voice of
Customer” work and qualitative
and quantitative research.
We also do ethnographic
research where we go into the
customer’s environment: we
don’t ask questions but observe
them cleaning and using their
equipment to look for unmet or
unspoken needs. We observe their
compensatory behaviour, which is
that they will not tell you even if
you ask them, but they will just do
it. That’s where you can observe
the real problem and how people
are trying to manage the cleaning

NOVEMBER 2024•Clean India Journal
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