Customer Innovation Map HBR

1. The Customer-Centered
Innovation Map
by Lance A. Bettencourt and Anthony
W. Ulwick
Presented by: Rahima Lamichhane
Utsab Pokharel
Rajita Bajracharya

2. Innovation
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3. Customer-centered innovation
Focuses on
customer needs, their
satisfaction, and their
feedback
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4. A company can discover opportunities for
breakthrough products and services
People hire products & services to get a
job done
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5. Vittorino Filippas
• Bike should be reliable
• It should be easily serviceable
• Should be fuel efficient
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6. Job Mapping
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7. Job mapping differs substantially from
process mapping
-
Identifying the metrics customers use to
measure success in executing a task.
Breaking down the task the customer wants
to be done.
-
-
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8. Anatomy of a Customer Job
All jobs are processes
All jobs have a universal structure
Jobs are separate from solutions
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9. All jobs are processes
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10. Creating Values in a Number of Ways
- Improving Execution of specific job
- Eliminating the need for particular input or output
- Removing an entire step
- Addressing an overlooked step
- Re-sequencing the step
- Enabling steps in new locations or at different times
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11. All jobs have a universal structure
Concluding the job
Defining what the job requires
Identifying and locating needed inputs
Preparing the components and the physical environment
Confirming that everything is ready
Executing the task
Monitoring the results and the
environment
Making modifications
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12. Many companies focus on
When focal point is shifted
value creation
■ The product or service they’re
already developing
■ The one the competition is
offering,
■ Companies can improve their
existing offerings
■ Can “blue ocean” market space
Jobs are separate from solutions.
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13. Hassle free clothes shopping
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14. In-Store and Digital Experience
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15. Creating a Job Map
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16. Customer Company
■ Determine the objectives
■ Planning approach
■ Assessing which resources are
necessary or available to
complete the job
■ Selecting the resource
■ Helps customer to understand
their objectives
■ Reduce the amount of
planning needed
■ Simplify the planning process
Define
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17. Example
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18. Gather items and
information needed to job
done
Locate
Company make required inputs
easier to gather and ensure they
are available when and where
needed
Company
Customer
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19. Example
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20. Prepare
Setting up and organize
materials
Customer
Company
Invent means to automate
the preparation process
Make setup less difficult
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21. Example
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22. Customer
Company
Verify that they are ready
to perform job
Give customer information
they need to confirm readiness
Confirm
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23. Example
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24. Execute
What must customer do to
execute the job successfully?
Company can find the innovative
way to avoid problems
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25. Example
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26. Monitor
What exactly does the customer need to keep an eye on to make
sure the task is completed successfully?
Analyze whether the work is being done successfully Monitoring and enhanced performance are related
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27. Example
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28. Modify
How would the customer need to change for the job to be
effectively completed?
Update, Adjustments and Maintenance
Offering ways: to get execution on track
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29. Example
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30. What must the customer do to finish the job?
Conclude
Finish the job or prepare
to repeat it Design products that simplify the
process of concluding
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31. Example
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32. Troubleshooting
Troubleshoot
Customers:
Face lots of problem
Company:
Quick Resolution
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33. Example
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34. Conclusion
Product Leadership
Operational
Excellence
Customer
Intimacy
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35. References
1. https://morethandigital.info/en/innovation-definition-innovation-types-and-meaning/
2. https://mitidinnovation.com/recreation/customer-centric-innovation-in-business/
3. Bettencourt, L. A., & Ulwick, A. W. (2008). The customer-centered innovation map. Harvard business review, 86(5),
109.
4. https://www.youtube.com/watch?v=kFh3Q2eOZ1U&t=526s
5. https://kidsactivitiesblog.com/133085/pampers-new-device-dirty-diaper/
6. https://venturebeat.com/business/how-stitch-fix-used-ai-to-personalize-its-online-shopping-experience/
7. The Customer-Centered Innovation Map (hbr.org)
8. Group of doctors in sterile gloves and protective face masks doing plastic surgery in operating room. Surgical team
doing aesthetic surgery while patient lying on operating table near medical tools Stock Photo
9. AlamyGKS 190 Hand-Held Circular Saw | Bosch Professional (bosch-pt.co.in)
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36. Thank you
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