The Workshop Book

19	CHAPTER NINETEEN Customer needs workshops

Use for: improving the way we meet customers’ needs

When you are leading a workshop to help a team better meet their customers’ needs, the first step is to make sure everyone in the team has recently talked to their customer, consumer or end user about the workshop topic. For a charity this would be the charity beneficiaries or donors; for a management group this would be its staff; for brands this is the consumers of the brand. Hearing customers talk is vital, because how they express their needs is a rich form of inspiration. When team members repeat the language of the customers they talked with, they build a strong shared understanding of what customers need across the team, identifying ...