1) Totally eliminate your industry’s persistent customer pain points.
Each industry has practices that drive customers crazy.
Technology providers drive customers crazy with technical support that often requires long waits on hold and hopelessly complex interactions (“Just find the serial number on the back of your device and type that into the space provided along with your IP address and the exact wording of the error message you encountered”).
Unsurprisingly, this is the exact type of practice that causes customers to believe a company is behaving stupidly.
What practices exist in your industry that drive customers crazy? How do all companies in your industry behave stupidly? Identify these types of practices, and wipe them out.
Think: can we turn our process or perspective around, to look through the customer’s eyes as though they were the company and we were the customers?