Post by account_disabled on Jan 22, 2024 0:26:34 GMT -5
Article translated by Tony Ulwick Customer needs become discoverable and satisfying when you define them around the work the customer is trying to accomplish. Tony Ulwick Content 1. What are the types of customer needs? 2. How to build a description of "needs"? 3. How to collect all the client's needs? 4. How to determine which needs are unsatisfied? 5. How to identify customer segments with different unsatisfied needs? customer experience and design the best product on the market Innovation seems to be an inherently random, unpredictable process. But what if we could understand the causal factors that contribute to the variability of the innovation process and learn to control them? Will it bring predictability to innovation? The answer is yes. We have proven that it can be done, but it requires a new way of thinking. Innovation is the process of developing product/service solutions that address unmet customer needs. There are two key factors here: solutions - that is, ideas for new products or product features that use new or existing technology in a new, unique or new way, customer needs.
Rarely do we see companies having trouble generating an idea. As a rule, on the contrary, they often have a wealth of ideas, but do not know what to do with them. The reality is that companies struggle with innovation because those responsible for conceptualizing, developing, and evaluating ideas for new product/service offerings struggle with the "Customer Needs" parts of the equation. Our experience has led us to the conclusion that companies struggle with 5 key challenges related to understanding and processing customer needs. These factors contribute to the significant variability of the innovation Country Email List process. In almost all of our consultations, we find that product team members: Can't agree on what a "need" is or what types of customer needs there are Can't agree on how needs should be described to effectively implement the innovation process They do not know how many needs customers have They do not know which customer needs are unsatisfied and to what extent Don't know what customer segments exist with different sets of unmet needs. Obviously, if these problems cannot be solved, the probability of developing a solution that effectively "hits" the unsatisfied needs of the client is unlikely, so the innovation process looks unpredictable. But it doesn't have to be like that.
These challenges can be addressed through the research methods we have developed as part of our Innovation for Results innovation process. 1. What are the types of customer needs? It is necessary to capture customer input that informs the development team what functions the product should perform, how customers want to interact with the product throughout its life cycle, what emotional benefits they want, and their financial goals and constraints. These types of inputs are detailed in the Jobs-to-be-Done Needs Framework (Figure 1). Jobs-to-be-Done Needs Framework Figure 1 Desired customer outcomes related to core functional performance inform product function. The desired results associated with the completed work in the consumption chain determine the activities of the product life cycle. Related papers explore additional features that may be desired, while emotional papers detail desired emotional benefits. Finally, financial results detail the client's financial goals and constraints. Each type of need is defined in more detail in the book Jobs to Be Done: Theory to Practice .
Rarely do we see companies having trouble generating an idea. As a rule, on the contrary, they often have a wealth of ideas, but do not know what to do with them. The reality is that companies struggle with innovation because those responsible for conceptualizing, developing, and evaluating ideas for new product/service offerings struggle with the "Customer Needs" parts of the equation. Our experience has led us to the conclusion that companies struggle with 5 key challenges related to understanding and processing customer needs. These factors contribute to the significant variability of the innovation Country Email List process. In almost all of our consultations, we find that product team members: Can't agree on what a "need" is or what types of customer needs there are Can't agree on how needs should be described to effectively implement the innovation process They do not know how many needs customers have They do not know which customer needs are unsatisfied and to what extent Don't know what customer segments exist with different sets of unmet needs. Obviously, if these problems cannot be solved, the probability of developing a solution that effectively "hits" the unsatisfied needs of the client is unlikely, so the innovation process looks unpredictable. But it doesn't have to be like that.
These challenges can be addressed through the research methods we have developed as part of our Innovation for Results innovation process. 1. What are the types of customer needs? It is necessary to capture customer input that informs the development team what functions the product should perform, how customers want to interact with the product throughout its life cycle, what emotional benefits they want, and their financial goals and constraints. These types of inputs are detailed in the Jobs-to-be-Done Needs Framework (Figure 1). Jobs-to-be-Done Needs Framework Figure 1 Desired customer outcomes related to core functional performance inform product function. The desired results associated with the completed work in the consumption chain determine the activities of the product life cycle. Related papers explore additional features that may be desired, while emotional papers detail desired emotional benefits. Finally, financial results detail the client's financial goals and constraints. Each type of need is defined in more detail in the book Jobs to Be Done: Theory to Practice .