MKT.5:2 - Problem

Teams often replace an experience concept with “make customers happy,” a drawing of contacts, or a list of interface improvements. None determines what kind of experience is useful in the person’s wider activity or whether the conditions can produce a coherent encounter. A polished interface can coexist with contradictory terms, unavailable assistance or incentives that defeat the promise.

Develop a specific concept from the customer’s context, connect it to the whole relevant arrangement, and resolve contradictions through the responsible contributors. Separate the intended conditions, their actual performance, the person’s response and the usefulness of the result.