Thursday, 3 May 2012

What customers really want......? #1


On Tuesday I went to the Grand Opening of a rural exception scheme I had been working on for the past five years. I handed over my “baby” to a Development colleague in August last year when I changed jobs internally, safe with the knowledge that the hard work was over with. (The scheme was not on paper “controversial”, but had met with a minority of local opposition who had instigated legal challenges in a desperate attempt to thwart development proceeding. All actions failed. Cost reimbursement was sought from the defending council. The moral is it doesn’t pay to be a trouble maker purely for the sake of it).

At that point it was up to timber frame roof level, so to see it blossom from an unruly, obstinate child into a beautifully mature and welcome addition to the village was tear-inducing. All I could say when my construction-colleagues asked me what I thought was that it was “brilliant”, “wonderful”: I was a little lost for words (highly unusual!)



I was privileged enough to have a look inside one of the properties, which had by now become the home of a young family. The lead tenant had grown up in the village, and whilst he had lived with his parents in the village his whole life his girlfriend had lived with her parents - with their baby - in the city as there was nowhere suitable (affordable) for them to be living all together. Their story was the very reason why we stuck with the scheme, despite all the challenges, pursuing it to the very end. Because it may only have been eight units, but those houses became homes for people desperately in need of affordable accommodation in a community that sees middle-aged city workers moving into their area for a “better quality of life”, without appreciating their migration pushes up the prices for those born and raised there, beyond hope of reach.

But I haven’t written this blog to whinge and moan about the lack of affordable housing in rural areas. That's another story. Instead, what struck me when walking around her home was how design decisions I had made early on had contributed to the delight she now experienced living there. I want to explore this further.

I always drew on my own personal experience from how I live in my home, the design changes I would make to make my life easier, and brought that to the table with this scheme. For instance, I decided not to box in the under-stairs cupboard (as had been done in my home - before I ripped it out) because it limited valuable storage space with a stupid piddly little door for access. I could see that this family used it to store their daughter’s pram – something that would not have been possible if it had been enclosed. In one of the flats (which I unfortunately was not able to gain access to) I had installed a sun-pipe into the upstairs landing, because as there were no windows there would not have been any natural lighting – something I detest in my mid-terrace house. The Quality Assurance Manager informed me that they really chucked out a lot of light into that area - which is exactly what I had intended.

However, those design decisions were made before I embarked on my systems thinking learning journey. I made “educated guesses” at what it was our future residents would want to see in their homes, drawing on personal and professional experience. I had no way of asking them specifically what they wanted. It was perhaps by luck, perhaps by intuition that I happened to get those decisions right, and ended up with a finished product that met (you might say exceeded) their expectations.

This made me consider what I now think may be the fundamental flaw in lean or systems thinking: we start with defining the customer and then what value means to them – as in, what we need to do to meet their expectations. But what if we - and more to the point, they - don't know what those expectations are at the crucial time?


To be continued in #2

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