This is an AI translated post.
When 'Customer-Centric' Becomes 'Company-Centric'
- Writing language: Korean
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Summarized by durumis AI
- The 'Actor-Observer Bias' explains why a person waiting for a car at a crosswalk, if they were the driver, might think it's reasonable to ignore the signal and drive through.
- This refers to the tendency to attribute our own actions to situational factors, but other people's actions to their personality or intentions, and can occur in corporate decision-making processes.
- To reduce this bias, efforts are needed, such as forming teams with diverse perspectives, establishing customer and team member feedback systems, and conducting field research with actual users.
A man stands on a crosswalk on a cold February evening. He is thinking about his young daughter who is waiting for him at home. The signal turns green and he steps onto the road when a white SUV speeds past right in front of him. How does the man react? Surprise? Anger?
However, the situation changes if this man is the driver. It might be considered reasonable to accelerate through the intersection instead of suddenly slowing down as the yellow light appears.
Even if it is the same person, their position changes when they encounter a different situation.
This is the 'actor-observer bias'.
People often assume objectivity, facts, and facts, which are attached to data.
This includes the following.
- Is it an empirical fact?
- Do all people feel the same?
However, this advantage often makes it impossible to see the 'various facts' hidden behind the statistical results.
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Actor-observer bias is a cognitive bias. It means that when we act, we consider situational factors, but when we judge others' actions, we tend to judge them by their character or intention.
This bias also appears in the corporate decision-making process.
A. When planning a survey, generate questions that focus on verifying the value of products and brands, or
B. When meeting with people for product planning, focus on 'products' in the everyday scenery, or
C. When reporting the results of collected data, organize it into text that aligns with the decision-maker's intention, or
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Effective countermeasures are as follows.
- Cross functional team: Maintaining professionalism while creating a structure where free opinions can be exchanged in the political decision-making process within each team.
- Strengthening the feedback loop: It is important to establish a system that allows for more comprehensive reviews of customer and team member feedback in the form of participatory workshops.
- Actual user field survey: It is important to focus on building early data to see how and what meaning products or services appear in people's daily lives.
Human-centered, customer-centric approaches are values emphasized by many companies. However, even as companies strive for customer-centricity, the decision-makers within them are also human and can fall prey to actor-observer bias. Asking themselves what 'various realities' they may not have seen in the moment of judgment of those involved in each process can be helpful.
