Mapping Competitive Advantage with The Kano Model

Transcript

1. Mapping Competitive Advantage with The Kano Model Natasha Popoola & Tom Prior
2. Experience Rot
3. (Over) investing in the wrong areas
4. Out of control Backlog
5. The Kano Model
7. Customer Satisfaction
8. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED
9. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Basic Expectations ✓ Essential to be competitive. ✓ Customers will be frustrated if they are absent. ✓ Low satisfaction returns for extra investment.
10. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Satisfiers ✓ Tangible satisfaction returns on customer’s investment. ✓ Execute well to satisfy. ✓ Core, advertisable features of your offering.
11. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Neutrals ✓ Often over invested, under-validated. ✓ Customers are indifferent to their inclusion/exclusion. ✓ Key area of product bloat. ✓ Learn to say no!
12. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Delighters ✓ Differentiate you from competition. ✓ A pleasant surprise. ✓ Customers won’t know they need them. ✓ High satisfaction for low investment.
13. Customer Satisfaction Investment LOW/POORLY EXECUTED HIGH/ WELL EXECUTED Decay ✓ Delighters become Basic Expectations over time. ✓ An ongoing process of product discovery. ✓ Satisfaction at the heart of product development
14. Workshops Research Competitor Analysis Questionnaires Methods
15. • Experience rot • Unfocused investment • Messy backlog • Basic expectations • Neutrals • Satisfiers • Delighters
16. Thank you Natasha Popoola & Tom Prior