Читать книгу Blind Spot - Nathan Shedroff - Страница 14

In this chapter, we’ve introduced a new definition of value in business (and design) and how it requires us to take a new approach to designing and developing much improved customer relationships. To recap what we’ve said:

• There are five kinds of value that get exchanged between people, and these are always potentials in any relationship: functional, financial, emotional, identity, and meaningful.

• The types of value that are easily measured quantitatively (functional and financial) are well understood and attended to in business because they are much easier to assess and plan for.

• The three types of value that are more elusive in nature (emotional, identity, and meaningful) are more difficult to measure and plan for, which is why they aren’t typically a part of product development or customer relationship planning. This leads to missed opportunities to provide higher levels of value to customers.

• These more premium types of value often have a much bigger financial impact than the more basic types of value.

• Value can’t be exchanged without a relationship of some kind, making the design of customer relationships central to the realization of any business value be they basic or premium.

• Relationships don’t occur outside of some kind of experience, making the design of the customer experience, over time, central to long-term business value, as well.

• We need new, improved business tools to help develop better relationships and more premium value from these understandings, but it’s already clear that traditional tools are inadequate in keeping businesses focused on premium value.