First of all – empathy. Disney lives forever.

🏖 [beach, father and 4-year-old child]

Kid [resentful]: Dad, why did you do that?
Father [content]: Because I wanted it to be funny.
D: But why did you do it?
ABOUT: It was funny, I threw you on the wave. It was funny, wasn't it?
D: No, I was very scared.
ABOUT: I liked it.
D: Dad, I wanted you to walk on water with me. That would be funny.

😐 We can see the father's approach in business. Often, in customer service and transactions, we encounter solutions that we, as customers, don't need, don't understand, or simply don't use. The organization is surprised.How is this possible? After all, it's our biggest investment.'.

Later it turns out that no one had previously examined the voice and needs of the customer... There was a lack of empathy, conversations, researching the concept, and focusing on the customer's experience (customer experience) at the center of activities, design thinking, and prototype testing. And then it may turn out that a small change is enough to significantly improve customer experience, NPS scores, and even sales 📈 Let's use the voice of the customer (voice of the customer) 🗣 optimizing time and resources.

I wrote more about empathy and the principles of customer service here Customer Experience by Disney