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PCN Analysis ExerciseDr. Scott Sampson, Brigham Young University
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$his exercise inclu%es the &ollo'ing parts(
#.)%enti&y a *usiness process to analy+e. )t is goo% to
select a process thatinvolves t'o entities a &irm an% a
customer. Examples inclu%e( the process o& getting your
computer repaire%
the process o& having an eye exam
the process o& atten%ing a concert
!.Construct one or more PCN Diagrams &or the selecte%
process.
-irst step is o&ten customer nee%. ast step is o&ten
nee% resolve%. Don/t ma0e PCN Diagram too cro'%e% use multiple
pages i& necessary.
1.Analy+e the value proposition represente% in the *usiness
process( put *y customer cost steps 2'aiting, inconvenience,
etc.3
put *y customer value steps 2i.e., causing 'illingness to
pay3
put 45 *y &irm cost steps
put 65 *y &irm revenue steps
7.8e%o your PCN Diagram sho'ing at least one ena*ling innovation
an% atleast one relieving innovation.
9ighlight the innovation steps 'ith either colore% *oxes or
%ou*le4*oar%er*oxes.
-or each innovation, %escri*e the innovation an% tell 'hat
impact it has on the
value proposition.
PCN Analysis Exercise &or Scott Sampson page #"#:!;:#
7/25/2019 PCN Analysis Exercise 2012 With Airline Example
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PCN Analysis Exercise =ptional Parts
$his parts o& this exercise may *e optional 2see
instructor3(
>.=n a copy o& your PCN Diagram, inclu%e notations
sho'ing importantsensory elements 2signs, sym*ols, am*ient
con%itions, etc.3 that gui%ecustomers in their roles o& the
process. -or each sensory element in%icate'hat impact it is
inten%e% to have on customer *ehavior.
