Anthony W. Ulwick
UNCOVER THE CUSTOMER’S NEEDS
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UNCOVER THE CUSTOMER’S NEEDSIn the second phase of an ODI engagement, the ODI practitioner must capture a complete set of customer needs. This includes all the desired outcomes on the core functional job along with the customer’s related jobs and emotional jobs. In addition, the desired outcomes on any consumption chain jobs of interest and the buyer’s financial metrics must be uncovered. The goal in this phase of the engagement is to create the qualitative market research deliverable. It should contain a complete set of needs built around the Jobs-to-be-Done Needs Framework. The 18 steps that the ODI Practitioner must take to effectively execute the second phase of a project are as follows: Create screener(s) to recruit candidates for outcome- gathering interviews. Determine the format for conducting outcome- gathering interviews. Prepare the outcome-gathering interview guide. Recruit customer interview candidates for outcome- gathering interviews. Understand the characteristics of a desired outcome statement. Understand the structure of a desired outcome statement. Conduct outcome-gathering interviews. Uncover desired outcome statements on the Job-to- be-Done. Net desired outcome statements (organize, refine, finalize). Uncover related jobs. Uncover emotional and social jobs. Uncover relevant consumption chain jobs. Uncover desired outcomes on relevant consumption chain jobs. Uncover the buyer’s financial desired outcomes. Uncover factors that explain why some customers struggle more than others. Gain the project team’s agreement on the final job map, outcomes, and other statements. Evaluate existing and pipeline products against needs (team exercise). Create the qualitative research deliverable. In this phase of the project the ODI practitioner is a project manager, a qualitative market research practitioner, and a team builder. Yüklə 1,81 Mb. Dostları ilə paylaş:
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