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Customers Included: How to Transform Products, Companies, and the World - With a Single Step

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  • Posted October 12, 2013

    Too many business books ends up repetitious and monotonous. Or w

    Too many business books ends up repetitious and monotonous. Or what seems like good advice quickly fade with time as the fad runs its course. Customers Included is neither of those. It's remarkably brief and too the point, and it's core tenants are (or should be) core tenants of any business. It makes the case that business (and non-profits and government) need to actively include their customers when designing products and solutions. You'd think this isn't a case that needs making (outside government). Few readers are going to shake their heads in disagreement with the basic principle that products and services need to be designed with customers in mind. Nevertheless, Customers Included is rich in anecdotes illustrating what happens when the customers aren't included. From the story of the Playpump (one NGO's good idea on paper that seemed great until it was infliceted on actual "benificiaries" in the developing world) to Ford's new touchscreen (if texting and driving is a bad idea, try using a touch screen), the authors have no trouble finding examples where no one seemed to ask the customer of even think about the design from their perspective. While it was too late to make the book, author Mark hurst blogged about how the governement forgot to ask the customer when designing the health exchanges -- quoting one engineer's regret they never got around to use testing. Oppps. So even if you think you are customer focused, you will still likely find this book a good use of time and a great reminder to avoid others mistakes.

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