When we are designing experiences, products, services, and processes inside our organizations it is hard to keep in perspective how relative what we are creating is in our customer’s life. There are, of course, offerings that are mission-critical in peoples’ lives and there are offerings that are considered foundational (without these foundational products other products and services wouldn’t be used, such as internet access.)

But, most of the time, what organizations create for customers is just one of hundreds of things the customers consider in their everyday.

There are a few important reasons to research, understand, and keep your offering’s relative importance in mind:

  1. It will help you calculate the relative value your customer places on your offering in their life
  2. It will help you determine how much effort you can ask your customer to put in to do business with you
  3. It will allow you to understand what other experiences influence your customer’s expectations of the experience you offe