øA2009 ws7 customer_collaboration


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Øresund agile 2009 workshop in customer collaboration

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  • Innovation games can move you from not knowing into a state of knowing.Example:Many years ago, we made a Ad builder software solution to automate the production of Adverts.Me and My Shadow
  • There are 12 different Innovation Games.We have played two games.Product BoxRemember the future
  • Spider web game with offshore teams:- Used to transfer domain knowledge to the offshore teams-Automated production of Information Material for one of the Danish regions- Played the customer - A map of product and services- Visualized important relationships Show and Tell with customers- Make a product for one of the large sports retailers in Denmark- Visited 3 different key users and asked them to show different material and tell how they currently produced this materialThe Apprentice- I have used it many times with developers to find a new and different way of producing marketing material- One example is Adobe Indesign
  • øA2009 ws7 customer_collaboration

    1. 1. Customer collaboration and understanding<br />Mads.Troels.Hansen@BestBrains.dk<br />
    2. 2. Lets play a game<br />Product Box<br />Divide into groups<br />Each group will make a Product Box<br />Time to make the box: 10 minutes<br />2 minutes speech, where each group will sell the box to the other groups<br />In the break make a vote on the<br /> best Box<br />
    3. 3. Product Box debriefing<br />Why does it work?<br />Gives the customer a way to express their need when selling their product back to you<br />Shows interaction between different customers or users<br />Most likely the customers/users will focus on benefits instead of features when selling the box to you<br />
    4. 4. Innovation GamesHow to use them?<br />
    5. 5. Why Innovation Games?<br />Gain new insights and deeper understanding of your customers<br />Decision are made at the conscious and subconscious level<br />Its fun <br />
    6. 6. The process for playing Innovation Games<br />A market research process with a twist<br />What are your questions?<br />What will you do with the answers?<br />What data is needed to answer these questions?<br />Select and prepare for the right game.<br />Acquire the data.<br />Plan and play the game.<br />Process/analyze the data.<br />Take actions!<br />
    7. 7. Individual knowledge<br />
    8. 8. Lets play another game<br />Remember the future<br />Ask: How has the … helped you?<br />Exercise: “Shape your Product”<br />Same groups <br />Use your Product Box<br /> 10 minutes<br />Today<br />Sep 1st<br />Aug 1st<br />
    9. 9. Remember the future debriefing<br />Why does it work?<br />Based on Cognitive psychology on how we think about the future<br />From open ended “what will it” to “how has it…”<br />Makes the customer think of very specific ways<br />Shapes the product for the future<br />The result<br />Is it aligned with our roadmap?<br />Do we share the same vision?<br />
    10. 10. Different Innovation games<br />
    11. 11. Where to use Innovation Games<br />
    12. 12. Case: Customer Collaboration<br />6-7 years ago<br />An visionary Dell Marketing manager wanted a system to manage their featured system in EMEA. <br />Made a large system to manage all<br />
    13. 13. Customer Satisfaction<br />Mads.Troels.Hansen@BestBrains.dk<br />
    14. 14. The Kano Model<br />The Kano model was developed by Professor Noriaki Kano in the 80’s <br />Theory of product development and customer satisfaction<br />The Kano model offers some insight into the product attributes which are perceived to be important to customers.<br />
    15. 15. The Kano model<br />Needs change over time<br />
    16. 16. Kano Model<br />Voice of the customer<br />