Five Levels of Why

What:

Take one aspect of your customer experience and ask why it is the way it is. Capture the answer. Then ask why again and again until you have gone five "whys" deep. 

Or take a piece of customer feedback and ask yourself why the customer feels that way. Capture the answer. Then ask why again and again until you have gone five "whys" deep.

Why:

Sometimes we accept aspects of our customer experience as they are, when we should be challenging our assumptions. Asking five "whys" consecutively forces us to understand the real drivers.