Creating Successful Customer Outcomes (SCO’s) must begin with the understanding that process is a means to an end, not an end of itself. I do not want a doctor, a medical or a diagnosis. What I need is to get well.
We also should avoid another trap. That is capturing requirements on the solution rather than describing customer needs. All the customer focus groups, surveys and quality reviews are looking at current stuff, not on the SCO. Therefore they are limited and may even completely derail customer delivery, sometimes with tragic consequence.