We shouldn’t be asking customers what they want because they will tell us.

I was recently interviewed by BPMTips.com Zbigniew Misiak. It was a fun experience as he put me on the spot about a whole range of things including Ducks! Here is an extract and you can access the full interview below (with a useful bonus handout of the SCO Canvas!) Zbigniew Misiak, Editor BPMTips.com We shouldn’t be asking customers what they want because they will tell us. Provocative? Maybe. Making you think? Surely. One of the common problems with processes is focusing on the wrong things. We model processes that do not need to be modeled or in a way that does not create value. We improve things in processes that customers do not care about. But how are we supposed to know what should we focus on? Of course, experience helps, but what if you did not spend last 35 years doing BPM and Customer Experience projects? No worries - you can listen to the BPM Tips interview with Steve Towers and benefit from the decades of his experience. Steve tells about the difference between what customer wants and needs, and shares lots of actionable tips for anyone interested in processes, so grab a pen and notebook and listen to the interview: http://bpmtips.com/interview-with-steve-towers-customer-experience-management-and-bpm/ Best, Zbigniew PS. Steve was so kind to provide a PDF template for defining Successful Customer Outcomes as a bonus for the listeners. You can download it directly from here: https://www.dropbox.com/s/o2r34eo1tb6pj9a/Steve_Towers_interview_SCO_Canvas.pdf?dl=0

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