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Customer Needs Assessment ?1995 Arthur Andersen Co. S.C., All rights reserved. 5- PAGE 1 5. The Breakthrough Customer Workshop Companies are finding that face-to-face contact between cross-functional customer and company teams results in breakthrough understanding of customer needs. In this section we describe an approach to conducting a joint company / customer workshop that breaks down barriers to understanding on both sides as well as across each organization’s functional units. 5.1 The Customer Experience Cycle Ray Kroc, founder of McDonalds once said: The mother with three kids doesnt come to our restaurant because of how good our hamburgers taste, she comes because the rest rooms are clean. His point was that customers make purchase decisions based on the total relationship with the company, not just its products. To build customer loyalty, companies find it is not enough to concentrate on satisfaction at the point of sale. Instead, they must understand and meet customer needs throughout the entire experience with the company - at purchase and in use, from first-time buyer to repeat purchaser. The Breakthrough Customer Workshop employs the customer experience cycle as a framework for exploring this broader perspective on customer needs. We introduce the framework here to provide a better understanding of its application within the workshop. The customer experience cycle is depicted as a loop with each “critical event” in the customer experience arrayed in sequence from selection of the product, to actual purchase, through ownership and disposal, and ending with an evaluation of the overall experience. These events are not limited to where the customer has direct contact with the company, but anywhere the customer has unique needs that the company must strive to fulfill. An general example of a customer experience cycle is depicted below. The Customer Experience Cycle For each “critical event” the workshop participants explore the unique needs of the