Product innovation for customer satisfaction - Innovation... · Product innovation for customer satisfaction

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  • Workshop Description 1 2009-2013, All Rights Reserved, pmNERDS LLC

    Product innovation for

    customer satisfaction

    Contents Overview ................................................................................2

    Market Sensing.......................................................................3

    Problem Definition .................................................................5

    Feature Definition ..................................................................8

    Requirement Definition ........................................................11

    Workshop Deliverables .........................................................14

    Index ....................................................................................17

    pmNERDS Workshops

    version 1.3

  • Workshop Description 2 2009-2013, All Rights Reserved, pmNERDS LLC

    Overview Through this workshop, attendees will learn a systematic team approach to product

    innovation that is repeatable, defendable, and maintainable. Many times the

    organizations product innovation effectiveness is heavily dependent upon the

    capabilities of team members and their heroics. When team members change or a

    team is newly formed, the results are hard to predict and the ramp up time for

    members is very large. As buyers are demanding increasingly more product capabilities

    and interaction among products, product-lines are becoming harder to manage. The

    need to standardize process and centralize data to leverage enterprise, customer, and

    market information and assets has dramatically increased the need for better visibility

    and communication, not only between product innovation team members, but across

    other internal and external stakeholders as well.

    By leveraging leading practices in change adoption and our patented deployment

    process, our workshops help transform ad hoc communities into formalized communities

    of practice that support continuous innovation thru tightly integrated learning &

    innovating practices. The product innovation workshop educates attendees on

    practices, provides skills mentoring, and performance coaching around the following

    activities: market sensing, problem definition, feature definition, and requirement

    definition. The product innovation methods in this workshop are gated continuous

    processes that can support waterfall, agile, iterative, and spiral methodologies. These

    methods have hooks for more robust methods, which can be used to break process

    constraints of the product innovation team.

    Members of the product innovation team who will be directly responsible for or involved

    in creating or managing the specific product innovation assets of market evidence,

    ideas, problem statements, product features, and market requirements should attend

    this workshop.

  • Workshop Description 3 2009-2013, All Rights Reserved, pmNERDS LLC

    Market Sensing

    Intro to DANCE

    Market sensing is about establishing relationships that make everyone look good. We

    use the acronym DANCE to teach the concepts of market sensing.

    Differentiation: Evidence of Norms, Equivalent Comparisons, Perceived Value

    Anticipation: Co-Synthesis, Trends, Relationships

    Nudge: Contact, Covert Change, Planned Sequence Cost Position: Our Effort, Balance, Decreasing Trend

    Echo Chamber: Unfriendlies, External Perspective, Super Sonic

    By continually managing the relationship between the firm and the market through the

    principles of DANCE, product innovation teams will gain higher customer loyalty.

    Through this relationship the product innovation team can create market driven

    products that are responsive to market needs, and uncover extraordinary opportunities

    that lead to business breakthroughs. Market Sensing with DANCE uncovers needs or

    ideas that will allow the product innovation team to differentiate through its ability to

    provide value to the customer. This method helps the team to anticipate the needs of

    customers, and enables the customers to anticipate what the product innovation team

    will deliver next. With Market Sensing, the team has the ability to nudge the market

    towards future offerings while doing market research and interacting with them. Using

    the analysis of the competitive landscape, organizations can estimate future relative

  • Workshop Description 4 2009-2013, All Rights Reserved, pmNERDS LLC

    cost-positions. This method prevents the Echo Chamber effect where the product

    innovation team only hears their message being repeated back as opposed to true

    market needs.

    Intro to Ideas

    An idea is a documented request to the product innovation team from end-users,

    buyers, and/or stakeholders for new features, products, services, capabilities, or

    improvements to existing or new offerings, expressed in the voice of a specified person.

    The idea template is used to capture and define ideas at the same level of detail so

    that they can be compared and refined efficiently. Using this template the product

    innovation team can really uncover the needs of customers that are driving the idea

    request.

    Idea Gathering Activities

    The first step in this market sensing method is capturing feedback or ideas. This

    workshop introduces many market sensing activities that generate ideas and

    categorizes them into three groups: those methods focused on Market Analysis,

    Competitive Analysis, and Customer Satisfaction. Depending on the business objectives

    driving market sensing different methods are appropriate. This workshop drills into the

    details of the method of capturing ideas and feedback through customers and sales

    force requests, which is a Customer Satisfaction method.

    Customer Interviews

    Interviewing is used to investigate the perceived value of an idea and determine what

    competing solutions exist that is similar to this idea. This is used to establish an initial

    concept of the ideas differentiation and cost-position.

    Pugh's Refinement

    The workshop teaches how to use Pughs Method of Refinement to improve and refine

    ideas. This is one of the major opportunities for innovation in the market sensing process.

    Ideas are improved, and new ones are created by synthesizing multiple ideas into one.

    Portfolio Balancing

    The set of ideas are treated as a portfolio and market segment balancing techniques

    are used to eliminate bias and ensure that all target segments are represented. Through

    portfolio balancing the impact of loud customers is minimized, and the voice of quiet

    customers is solicited.

    Tangible Output

    A balanced idea portfolio is the end result of the market sensing process. The set of

    ideas that are captured, defined, partitioned, refined and ranked throughout market

    sensing are treated as a portfolio that is partitioned, optimized and balanced.

  • Workshop Description 5 2009-2013, All Rights Reserved, pmNERDS LLC

    Problem Definition

    Intro to FORCE

    The problem statement provides the force required to deliver customer satisfaction. We

    use the acronym FORCE to teach the concepts of problem definition.

    Familiar Form Location, Format, Style Original Perspective Technology, Stakeholder, Market Perspective Relevant Progression Performance Readiness, Change Risk Impact, Innate Roadmap Carat, Color, Clarity, Cut Categorize, Current, Comparison Enlightened Service Customers Value Chain, Leadership, Validation

    The problem statement provides the force required to deliver customer satisfaction. The

    problem statement highlights the conflict that exists between today and the customers

    desired state. The resolution of this conflict is the driving force of product innovation and

    will require change. Just as change requires force, to identify and resolve this conflict,

    the product innovation team will need FORCE. Problem Definition with FORCE, focuses

    on being able to provide enlightened service. This method focuses on helping to define

    problems that can deliver what customers need, not just what customers want. With

    enlightened service, the product innovation team discovers customers goals, and

    anticipates their needs, in order to provide them with empowerment to overcome

    obstacles.

  • Workshop Description 6 2009-2013, All Rights Reserved, pmNERDS LLC

    Intro to Problem Statements

    A problem statement is the documented conflict between the existing or current

    situation and the desired situation. The problem statement uncovers the source of

    perplexity or conflict, both implicit and explicit; using the voice of the end-user in non-

    technical terms.

    5Ws & H

    This workshop teaches the 5 Ws and H method from Ikujiro Nonaka to uncover and

    define problem statements. When speaking about getting an original perspective of a

    market problem, we want to step back and look at its origin. Before trying to define

    how to solve it, we want to understand where its coming from and what is truly driving

    both the conflict and the desire to resolve it. The product innovation team must break

    away from their current biased opinions and narrow perspective and establish a new

    original perspective.

    Categorization

    The problem stat