Car Wash - Spring 2015 - (Page 31)

BETTER BY NICK FORTUNA ALL SUCCESSFUL SMALL businesses make customer service a top priority, but does yours have empathy for its customers? "Empathy," or "empathetic design," is the driving force behind the design-thinking movement, in which businesses try to see the customer or end user's experience through his eyes, step by step, from start to finish. The goal is to solve a problem or improve upon the customer's experience by mapping every step of the customer's journey and seeing which areas can be improved upon, often through entirely new concepts and designs. Tim Brown, the president and chief executive of IDEO, an international design and consulting firm founded in Palo Alto, Calif., in 1991, famously described design thinking as "matching people's needs with what is technologically feasible and viable as a business strategy." In short, find a way to give your customers what they need when they need it, and you'll create an enjoyable customer experience that will drive your business's growth. Dr. Thomas Lockwood, author of the book "Design Thinking: Integrating Innovation, Customer Experience, and Brand Value," said that one of the most famous examples of design thinking is the Swiffer mop created by Proctor & Gamble, which uses disposable wet wipes attached to a plastic mop to clean floors. Lockwood said that in searching for a way to build a better mop, a design research team made appointments to visit homes and watch people clean their floors. The first thing they noticed was that people typically would clean their floors in advance of the visit, which told the researchers that people really took pride in having a clean home, especially when guests arrived. Researchers then noticed that people would spend a lot of time filling a bucket with water and cleanser and repeatedly dipping the mop back into the bucket in order to clean the mop itself and to get DESIGN THINKING IS HELPING COMPANIES REINVENT THE CUSTOMER EXPERIENCE SPRING 2015 | CAR WASH MAGAZINE | WWW.CARWASH.ORG 31 http://WWW.CARWASH.ORG

Table of Contents for the Digital Edition of Car Wash - Spring 2015

Letter from the ICA
Meet the Board
By the Numbers
Overheard Online
Trends in car wash design
Creativity & innovation: the myth of the lightning bolt
Better by design
Revamping the retail experience
The importance of purpose in pursuit of extraordinary outcomes
Efficient offices for car wash owners/ managers
Risk vs. Reward
Marketing with a purpose
Building a legacy
2014 Consumer Study
2014 Annual Report
Dealing with bad online reviews
Wash ideas with Perry Powell
How can you take your social media to the next level?
Building strong work teams helps your bottom line
The Apple way
Making better business decisions: the critical thinking advantage
Do you know your perfect customer?
10 tips for D.I.Y. recruiting
Businesses victimized by cyber crime: the loss may be theirs
Take a Tour
Unsung (car wash) hero
Blast from the Past
Ask Champ
Download It!
Index of Advertisers
Focus on the Members

Car Wash - Spring 2015