Anthony W. Ulwick

PHASE III: USE YOUR NEW CUSTOMER INSIGHTS TO DRIVE GROWTH

Having valuable customer data is one thing. Knowing how
to use it is another. The types of data we capture and provide using our ODI-based research methods – job maps, opportunity landscapes, desired-outcome statements, outcome-based segments, opportunity scores, and so on – can be used to address dozens of challenges. For example, they can be used to:

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  Create an outcome-driven digital marketing strategy, e.g., Google AdWords and SEO campaign, etc.
  
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  Help the sales team deliver the right message to the right customer
  
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  Inform your marketing communications program
  
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  Reposition existing products around your competitive strengths
  
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  Make improvements to existing products and services
  
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  Conceptualize breakthrough, radical, and disruptive product ideas
  
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  Drive decisions on research and development
  
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  Inform merger and acquisition decisions
  

While many applications of the data are possible, using the data takes training. Phase III is dedicated to teaching managers and employees across the organization how to leverage their newfound customer insights. In both classroom training and hands-on workshops, the ODI practitioner

teaches your product teams to make outcome-driven business decisions across a wide range of subjects. The education and training provided by the ODI practitioner are also designed to shift the product team’s thinking along a number of fronts (see table below).


Expected Impact of Phase III: Implementation

Team Thinking Before Phase III