I am trying to develop a framework to promote the understanding of
customers from the perspective of Need Systems. I was hoping readers would
like to challenge and confirm my own mental model! (as if you need the
encouragement!)
I want to create a practical, humanistic and deeper "systems"
understanding of consumer/customer/enduser needs.
My overall aim is to provide a alternative paradigm to the categorical and
linear aspect of much of marketing theory and strategy development and
implementation.
Below is sort of "system thought track" of propositions. It represents an
attempt to incorporate ideas and concepts from learning organisations, the
"systems view of the world" and my own mental model of consumers.
Eventually I want to create a simple visual model that sums this up. This
would be used in presentations to communicate the idea and benefits to
managers. It in effect a learning process applied to a consumer/customer
context.
In terms of ease of feedback, perhaps any comments could be inserted under
each assertion.
Individuals have goals and a current reality in a particular context. The
gap between goal and reality creates tension, determining the strength of
the need. Individuals take action to reduce the gap. Individuals take
action based on their perceptions of the situation. Their perceptions are
framed by their mental models. Their mental models consist up beliefs,
and value systems acquired over time. Some of these beliefs and
strategies are general purpose, others situation specific. Mental models
are used by individuals to simplify the complexity of their enacted
environment, (ie the environment in which they are aware of and hypotheses
about relationships between its elements, so they can take action- their
knowledge). The taking of action occurs as part of strategy, (a
structured sets of rules, guidelines, rules of thumb, experience.) to
progress towards the goal. These strategies are created over time as
solutions that will bring current reality closer to the goal. Following
actions taken, individuals will receive feedback from "their environment"
What feedback they perceive is filtered (defensive routines) by their
current mental models The impact of feedback will be determined by the
frequency with which it occurs, how much a feedback event gains an
individuals attention, and how much it challenges the mental models belief
structure. The filtering will strengthen certain beliefs of their models
and weaken other aspects Strengthening occurs when the feedback is
congruent with their mental models Weakening occurs when feedback is
incongruent. (Conflicts) Strengthening confirms and tends not to elicit a
question (Confirms) Weakening leads to the emergence of doubt and
possibly a questioning of the strategy, restructuring of a mental model.
This leads me to conclude the following implications for marketing with a
systems approach
Identify the goals of the individual under study (the system)
Study and reveal the current reality as understood by the operators
pursuing the goal
Identify and examine the general strategies, mental models used to
achieve the goal
Modify general understanding strategies with the specific strategies
based on the context
Challenge the revealed mental models and show where alternative
strategies could get to goal more effectively
Maximise the richness of feedback- turn assertions of fact into questions
Assist individuals to incorporate the new strategies into their mental
models
Involve individuals with a diverse set of mental models to ensure more
feedback is incorporated into a shared mental model
Examine the role marketing strategy and implementation. Where is it able
to and currently used to interact with this system. Identify the
point(s) of greatest leverage, ie the small changes that would make a big
effect by tapping into the power of positive feedback.
Look forward to your input.
Martin Silcock
Josiah Wedgwood & Sons Limited
Barlaston
Stoke-on-Trent
ST12 9ES
England
Telephone ++44 (0)1782 204141
Fax +44 (0)1782 204402
Registered Office
Barlaston
Stoke-on-Trent
ST12 9ES
England
Registered in England Number 613288
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