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Wollen vs brauchen - Als Produktmanager auf Kundenanforderungen reagieren

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Mein kurzer Vortrag beim ProductTank Karlsruhe am 06.12.2017 zum Thema:
Wie finde ich heraus, was Kunden wirklich brauchen und nicht was sie von mir haben wollen.
Dazu stelle ich zwei Methoden vor, die mir dabei geholfen haben:
- Jobs-to-be-Done
- Demand Thinking

Published in: Internet
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Wollen vs brauchen - Als Produktmanager auf Kundenanforderungen reagieren

  1. 1. Wollen vs. Brauchen Thomas Leitermann ProductTank Karlsruhe 06.12.2017
  2. 2. „Um endlich den Kunden zu bekommen brauchen wir unbedingt Filter!“ Sales „Unsere Kunden wollen einen Kalender, sonst wechseln sie zur Konkurrenz!“ Support „Dieses Quartal muss unbedingt eine Diagram-Auswertung kommen!“ Senior Mgmt „... wollen ...“ „... muss ... haben ...“ „... AI ... ML ...“
  3. 3. „Unsere Kunden wollen einen Kalender, sonst wechseln sie zur Konkurrenz!“ Support Auftrag Arbeitsergebnis Product Auftraggeber Verkäufer Client Vendor Besteller Bedienung (Jeff Patton)
  4. 4. „Unsere Kunden wollen einen Kalender, sonst wechseln sie zur Konkurrenz!“ Support Anforderung / Demand Kunden wissen, was sie brauchen – können es nicht in Lösungen artikulieren. Unsere Aufgabe: Hinter Anforderung schauen, Probleme & Schmerzen verstehen, Lösungen finden. ?! Product
  5. 5. Foto: © Phil Pham Sei mehr wie ein Doktor und weniger wie eine Bedienung! (Jeff Patton)
  6. 6. Diagnosewerkzeug: Jobs-to-be-done Kunden kaufen nicht deine Produkte, sondern sie heuern sie an um einen Job zu erledigen. → Customer Job: Grundlegendes Ziel, das Kunden erreichen wollen oder Problem, das sie in einer Situation lösen wollen.  Welches übergeordnete Ziel oder Problem haben meine Kunden? (Clayton Christensen, Strategyn)
  7. 7. Diagnosewerkzeug: Jobs-to-be-done Kunden kaufen nicht deine Produkte, sondern sie nutzen sie um zu einem vorgestellten besseren Selbst zu werden. → Customer Job: „Prozess um sich durch nutzen zu entwickeln“  Welches „bessere Ich“ wollen meine Kunden werden? (ReWired Group, Alan Klement) © SamuelHulick
  8. 8. Diagnosewerkzeug: Demand Thinking (Ryan Singer, Chris Spiek) • Circumstance bzw. Umstand / Lage • Solution bzw. Lösung • Result bzw. Ergebnis Circumstance Current Result / Problem Current Solution New solution space Desired Result Demand
  9. 9. Diagnosewerkzeug: Demand Thinking Beispiel: Kalender Ich möchte jemanden einplanen Ich kann nicht sehen, wann derjenige frei ist Agenda- Ansicht ? (Aufgabe für Product-Team) Ich kann einen freien Tag finden um denjenigen einzuplanen Ich will einen Kalender! C R* RS S*
  10. 10. Diagnosewerkzeug: Demand Thinking Beispiel: Pflanzen-Pflege Gieße ich diese Pflanze oder nicht? Nicht sicher, ob ich Pflanze gießen soll. „Immer montags“ / „Wenn feucht“ Lerne deine Pflanzen zu lesen Ich erkenne an der Pflanze, wann ich sie gießen sollte Ich will eine Reminder-App fürs Pflanzengießen! C R* RS S*
  11. 11. Raus aus dem Büro! • Interviews durchführen • Nachbohren, Nachhaken • Wieso? Wieso? Wieso? • „Können Sie mir helfen, das besser zu verstehen?“ • Kunden beobachten Lernen & Verstehen
  12. 12. Foto: © Phil Pham Sei mehr wie ein Doktor und weniger wie eine Bedienung! (Jeff Patton)
  13. 13. Zum Weiterlesen: • CSR: demandthinking.com • JTBD: – HBR Artikel von Clayton Christensen – Jtbd.info (Strategyn) – Intercom on JTBD (ebook)
  14. 14. Thomas Leitermann Senior Product Manager @ inovex twitter: @thomasleiterman mail: tleitermann@inovex.de phone: 0152 05141502

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