Creating a true customer culture

Mission statements and change programs do not suffice to realize a transformation. Rather, it takes content that is generated and validated from an unbiased customer view. The customers perspective can be understood better and clearer if functional, emotional and social goals – or “jobs to be done” – are uncovered directly at the customers‘ vantage point. The more tangible and representative the customer’s view, the clearer the direction to which the transformation should be heading.