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Determining Market Need Or ‘Developing Products/Services Customers Will Pay For’
‘Seyi Fabode MBA ’10
University of Chicago CCIST Innovation Seminar April 8, 2011
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Agenda
1. Bio/Power2Switch 2. What is customer need? 3. Customer Insight 4. What to measure 5. What customers say 6. What customers do
6.1 Customer Experience Mapping 7. What customers make 8. Benefits?
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Always Growing, Always Learning
Husband/Brother Son/Friend
MBA Booth ‘10, MSc Warwick, BEng FUTA
Chief Electricity Officer/Starter
Soccer fan,
Aspiring writer,
Garrulous reader
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The adventure that’s been Power2Switch…
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What is Customer Need?
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Bing: A Focus on Customer Needs
…Good Things Happen. 7
When Customer Need is met…
Great Things Happen with Customer Insight!
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But How?
DeducIve + InducIve Learning*
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What Customers Say
What Customers Do
What Customers Make *Prof Mohan Sawhney, Kellogg School of Management
What Customers Say
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-‐ Focus Groups -‐ Surveys (P2S) -‐Depth Interviews (P2S)
What Customers Do
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-‐ Ethnographic surveys
-‐ Human Factors Research
-‐ Customer Experience Mapping (P2S)
Customer Experience Mapping
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*MCorp ConsulIng
What Customers Make
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-‐ Metaphor ElicitaIon
-‐ Lead user Analysis
-‐ Customer toolkits
Case Studies
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Summary
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‘Customer Insight Results in Sales & Growth’