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Mapping Competitive Advantage with The Kano Model

tomprior
May 18, 2017

Mapping Competitive Advantage with The Kano Model

tomprior

May 18, 2017
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  1. Mapping Competitive Advantage with
    The Kano Model
    Natasha Popoola & Tom Prior

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  2. Experience Rot

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  3. (Over) investing
    in the wrong
    areas

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  4. Out of control
    Backlog

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  5. The Kano
    Model

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  6. Customer Satisfaction

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  7. Customer Satisfaction
    Investment
    LOW/POORLY
    EXECUTED
    HIGH/ WELL
    EXECUTED

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  8. 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.

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  9. 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.

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  10. 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!

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  11. 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.

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  12. 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

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  13. Workshops
    Research
    Competitor Analysis
    Questionnaires
    Methods

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  14. ● Experience rot
    ● Unfocused
    investment
    ● Messy backlog
    ● Basic expectations
    ● Neutrals
    ● Satisfiers
    ● Delighters

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  15. Thank you
    Natasha Popoola & Tom Prior

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