Title: Taking the perspective of customers: theory, exercises, experiences and practical recommendations

Authors: Ilkka Asikainen; Tero Montonen; Hanna Rissanen

Addresses: Department of Business, Innovation Management, University of Eastern Finland, Kuopio Campus, P.O. Box 1627, FI-70211 Kuopio, Finland ' Department of Business, Innovation Management, University of Eastern Finland, Kuopio Campus, P.O. Box 1627, FI-70211 Kuopio, Finland ' Department of Business, Innovation Management, University of Eastern Finland, Kuopio Campus, P.O. Box 1627, FI-70211 Kuopio, Finland

Abstract: It is important that companies consider their products and services, as well as new ideas concerning them, from the customer's viewpoint. We assert that simple empathising exercises can, when facilitated skilfully, help companies in this pursuit. This article presents a series of five empathising exercises, the theoretical notions behind them, an analysis of the experiences of business developers who put them into practice, and practical advice for facilitating them. The central component of the exercises is using customer persona as target of empathising. Our empirical analysis shows how the process of empathising, i.e., taking the perspective of the customer persona, is depicted by the business developers who participated in the exercises.

Keywords: empathising exercises; empathy; perspective-taking; business development; innovation; focus groups; qualitative content analysis; customer perceptions; customer persona.

DOI: 10.1504/IJHRDM.2013.064074

International Journal of Human Resources Development and Management, 2013 Vol.13 No.4, pp.259 - 273

Published online: 22 Nov 2014 *

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