empathy, People

Why Customer #Empathy ?

Why should we bother with Customer Empathy? Many time we have seen the results. Either you deal with Customer Empathy or you deal with Customer Anger. It is much more efficient to deal with Customer Empathy when you define an offering than dealing with Customer Anger to fix the offering.

Sadly, most the time Information Technology initiatives are based in what we as Information Technology professionals think the customers want. At best, we have Information Technology empathy – we understand what Information Technology values.

Information Technology Empathy

So what happens when we have Information Technology Empathy? One might suggest that we can improve the cost side of the equation. Perhaps if we have Information Technology Empathy, we can reduce cost and become more efficient. Sadly, many times having Information Technology Empathy may not reduce costs. We may pursue Information Technology goals that may increase costs. And then the customers doubly suffer – we expend budget that makes their lives worse. šŸ˜¦

Many times this happens with Package Implementations. Software Packages are chosen to reduce risk from the Information Technology point of view. (Information Technology Empathy) Frequently the new Software Package reduces the value delivered to customers. Very rarely do you hear about customers extolling the virtues of the new Software Package – at best you hope the Customers don’t lose functionality.

Customer Empathy

Only with Customer Empathy can we improve the revenue side of the equation. If we truly understand what the customer values, we can design new products and services that they are willing to pay more for. Strangely enough, Customer Empathy will also allow us to improve the cost side of the equation. By knowing what the customer values, we can also understand what costs the clients will accept and potentially which areas could be trimmed without affecting customer value.

Summary

Many times we see plans being put in place assuming we know what the customer values. There almost seems to be a hesitation to ask the customers what they want. In this fast-paced world with so many options, be warned. If you aren’t going to ask your customers what they want, someone else will.

About Terry Bunio

Terry BunioĀ is passionate about his work as the Manager of the Project Management Office at the University of Manitoba. Terry oversees the governance on Information Technology projects to make sure the most important projects are being worked on in a consistent and effective way. Terry also provides leadership on the customized Project Methodology that is followed. The Project Methodology is a equal mix of Prince2, Agile, Traditional, and Business Value. Terry strives to bring Brutal Visibility, Eliminating Information islands, Right Sizing Documentation, Promoting Collaboration and Role-Based Non-Consensus, and short Feedback Loops to Minimize Inventory to the Agile Project Management Office. As a fan of pragmatic Agile, Terry always tries to determine if we can deliver value as soon as possible through iterations. As a practical Project Manager, Terry is known to challenge assumptions and strive to strike the balance between the theoretical and real world approaches for both TraditionalĀ and Agile approaches. Terry is a fan of AWE (Agile With Estimates), the Green Bay Packers, Winnipeg Jets, and asking why?

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