Measuring what Customers Want

Your goal should be to change your customer’s business model. To do this, you must figure out what solutions, features, and metrics your customer thinks are important. Then, you can prioritize your development pipeline.

Some example metrics — minimize costs, improve quality, minimize error, minimize time, increase likelihood

What needs to be eliminated? Are there bottlenecks?

Needed Customer Inputs —

• know what jobs customers are trying to get done
• outcomes customers are trying to achieve
• constraints that may prevent customers from adopting or using a new product or service
• prepare a survey instrument — questionaire that states the job, outcome and constraints
• ask survey participants the degree to which they are satisfied and how the solutions they are using today address those jobs and outcomes and constraints using a 1–5 scale where 5 means totally satisfied and 1 means not satisfied at all
• enter the results into the opportunity algorithm to determine which jobs, outcomes, and constraints are underserved and overserved
• opportunity algorithm — importance +max (importance — satisfaction, 0) = opportunity
• outcomes with scores greater than 15 represent extreme areas of opportunity
• know your customer’s desired outcomes
• know what outcomes are most important and least satisfied.
• identify the target and the opportunities to pursue
• quantify your ideas against the customer’s measures of values