TL225. Mean anything to you? I didn’t think so. Well it’s about to teach you a little somethin’ somethin’.
Maybe that photo will ring a bell. The new Samsung DualView TL225 is the camera you may have seen in commercials recently that has a tiny LCD screen on the front of the device. Now I’ll start off by saying that I have no clue if this is the beginning of a new trend in digital cameras, but I think Samsung was right on in the way they approached their product development.
You see, what do you think of when you think of the photos you see on Facebook or Flickr?Not far down your list is probably the pose everyone makes with one arm extended taking a picture of a few people huddled in together, cheesing it up. Now, think about the problems this poses. First of all, you know it’s extremely frustrating trying to get everyone in the frame. You can only hope to point the lens in the general direction and that both faces end up somewhere in the photo. Then, you always have the ole stick in the mud that is too cool to smile for your photo-op (you know who you are!)
So, it sounds to me like Samsung sat down and really thought about how their customers use their product. They recognized the inefficiencies of existing cameras and thought of ways to make their customer’s lives easier. Now, there’s a screen on the front of the camera you can use to frame the picture, and you can even use it to show a picture that will make your friends smile, or count down to that Kodak moment. A very simple change, but one that can really set their camera apart from others.
It sounds pretty simple (and obvious), right? Keep tabs on your customer’s preferences and needs and alter your product accordingly. Well, companies too often get stuck on their heels and are slow to respond to the changing needs of their customers. So how can you be sure that you are doing this?
COMMUNICATE WITH YOUR CUSTOMERS
When companies get too caught up talking to their customers, they don’t give those customers a chance to express their wants, needs, and criticisms. This is why companies need to embrace the social era we’re already in and maintain open channels of communication with their customers. This could be both communication in the pre or post-production period through focus groups, feedback online, or through the use of services like UserVoice or Get Satisfaction.
NEVER GET COMFORTABLE
If you’re king of the hill, that doesn’t mean you can take a nap. You have to stay two steps ahead of the competition in order to maintain your position. That means R&D, staying on top of the latest technological advancements, and probably taking some risks along the way.
UNDERSTAND HOW YOUR PRODUCT IS BEING USED
How can you expect to improve your product if you don’t fully understand how it’s being used? One of the easiest ways to do this is by using the product yourself. If you immerse yourself in the use of your product, you’ll find it’s quirks and issues pretty quickly. Then, you can also get out there and spend time with your customers and simply observe how they use your product.
These are just a few of the ways you can stay on top of product inefficiencies, which is important because, as we know, inefficiencies equal opportunities.
Do you have any other examples of how companies have been effective in recognizing the needs of their customers (even if their customers didn’t realize they needed it yet)? What other suggestions would you recommend for companies to ensure their product effectively serves their customers’ needs?
And P.S. – No, Samsung didn’t pay or ask me to write an article on their camera 
{ 6 comments… read them below or add one }
I wonder if it's not that Samsung discovered some ingenious new feature they could ask, but more that the feature finally became affordable to offer. Dual screens could add a lot to the price of a product and may not have fit in the price point before.
Good thoughts!
Great point, Monica, that's something I didn't consider. Sometimes the customer may want something but isn't willing to pay the price they'd have to charge for it. Thanks for stopping by and adding some of your own insight!
I wonder if it's not that Samsung discovered some ingenious new feature they could ask, but more that the feature finally became affordable to offer. Dual screens could add a lot to the price of a product and may not have fit in the price point before.
Good thoughts!
Great point, Monica, that's something I didn't consider. Sometimes the customer may want something but isn't willing to pay the price they'd have to charge for it. Thanks for stopping by and adding some of your own insight!
I wonder if it's not that Samsung discovered some ingenious new feature they could ask, but more that the feature finally became affordable to offer. Dual screens could add a lot to the price of a product and may not have fit in the price point before.
Good thoughts!
Great point, Monica, that's something I didn't consider. Sometimes the customer may want something but isn't willing to pay the price they'd have to charge for it. Thanks for stopping by and adding some of your own insight!