HUMANIZING PRODUCTS (PRODUCT EVOLUTION)

Under so many instances we have got it wrong especially when it comes to products development. This is because as organizations we focus on our own interest when designing a product instead of focusing on the customer. We have, in most cases only thought about how better our product can compete with competitor products in the market instead of how well our product can serve our target market. We completely forget that the real business is in the need that the product addresses and the value the product adds to the customer. Instead of product development what we should focus on as organizations is product evolution. It is a good thing for businesses that customer needs are insatiable but even though these needs are insatiable they never stay the same for too long. Change in times and technological changes always have an effect in our way of life and hence our needs constantly changed too. As human beings our needs change every other day and this is what businesses should be ready to address, the metamorphosis of human needs.

As a sales person the easiest assignment would be to sell a product that has a human aspect to it; one which addresses specific customer needs. I will use an example closer to my heart of an easy product to sell. Chase Woman is an amazing product from Chase Bank which sells women an account with the benefit of handbag insurance. Handbag insurance basically insures everything inside your handbag. As a buyer once you tell me about this all I want to hear is more about the handbag insurance. Remember this is not even the product being sold but that human touch in this product is what matters most to me as the customer. Personally I have witnessed a million times in the streets of Nairobi women being snatched off their handbags by street kids and left helpless since they can’t chase these kids because of one reason or another. The fact that Chase Woman would address that need for me so that I don’t have to fear carrying my handbag around town is just perfect. Once I have this product my handbag and everything in it is safe wherever I go and for that I will pay what I need to in order to get Chase Woman. Very simple and straight forward for a sales person. Another easy product again from Chase Bank is Mobile2Bank (M2B) which is a fantastic product. Once my barber is registered for this service all I require when I need a shave is my phone. The convenience for both my barber and myself of not having to handle cash is just what we both need. A solution that works for both my barber and myself.

Having mentioned that, there are also products that really need to evolve in order to work for the customer. Life Insurance for instance is one product which really needs to evolve in whatever way, some thinking really needs to be done around this. Why should I pay premiums every month for a package that will benefit whoever only in the event of my death? I understand the bit about taking precautions which really is what insurance is about and I agree this is very important in life in order to cushion us and our loved ones in the event of unfortunate occurrences, but I still think this is a very flat product. I feel like something needs to be done to make it more appealing and the bit about when the term matures and you are still alive then you get the wholesome amount doesn’t cut it. I could still do that with several other options over shorter periods of time and get more returns so that is not a real selling point. Moreover, the value of the amount of money I stand to get when the term matures will not be the same then as it is today when you are selling it. So it appealing now when you are selling it but in the long run the real benefactor is the insurance company, but get it that this is not where the bone of contention is. As an individual I don’t see me getting direct value for my money. That is just me arguing it out in my head despite the fact that I am not an expert. No wonder insurance sales jobs are not the most popular jobs in Kenya. We have to move out of this traditional mentality of thinking like corporate engines and focus on humanization of product. When you connect with customers, they will follow you everywhere despite changes in the landscape. It is from this kind of customer loyalty that an organization improves its NPS.

Corporations are people. It’s hard to develop an emotional connection with a faceless logo or product, and those organizations that showcase a personality (rather than just a product) are bound to be more successful at developing a relationship with its customers. Customers feel like they connect more with organizations that brings out the human aspects in their products. Even in social media campaigns and advertisements organizations must not focus on pushing the product, but rather, showcase the personality of the company, the people behind the products and what they care about.  When you appeal to the human side of customers then you will connect with them fast and this makes it easy to create good relationships with them.

"One of the things I've always found is that you've got to start with the customer experience and work backwards to the technology. You can't start with the technology and try to figure out where you're going to try to sell it. I've made this mistake probably more than anybody in this room and I've got the scar tissue to prove it, and I know that it's the case. As we have tried to come up with a strategy and a vision for Apple, it started with ‘What incredible benefits can we give to the customer? Where can we take the customer?' [It's] not starting with ‘Let's sit down with the engineers and figure out what awesome technology we have and how are we going to market that?'" Steve Jobs when he gave a speech on human-centric technology.