Citation
Heap, J. (2004), "New ideas", International Journal of Productivity and Performance Management, Vol. 53 No. 1. https://doi.org/10.1108/ijppm.2004.07953aaa.007
Publisher
:Emerald Group Publishing Limited
Copyright © 2004, Emerald Group Publishing Limited
New ideas
New ideas
I am just promoting the concept "back at the ranch" of customer-centric business processing. We all think we have it, but mostly (in my humble experience), we do not. That is because we generally give the customer what we think he/she wants. This was brought home to be by a recent project to design a Web site. The staff involved spent many hard hours designing a navigation system for a "user-friendly" interface, giving ease of access to a range of data. The result was declared to be "excellent" – it looked good and it seemed to function well. I then used a few "mystery shoppers" to try to find information that would be of use to them. They had real difficulties finding their way round this supposedly well-designed interface and navigation system. The Web site (as all too many are) was producer-centric, not customer-centric. It was well-meant but imperfectly designed. Another lesson learned!
John Heap