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Feb 2016
Customer Experience
Competitive Advantage in New Product Development
Copyright CX NPD Ltd
Product Development can feel like it can tie you up in knots…it must
minimise time to market, with simple processes…
Copyr...
3
Copyright CX NPD ltd
And developing products in the new Digital World means every
business must re-assess its basic beli...
4
Copyright CX NPD ltd
When product features are irrelevant, only customer experience
delivers a competitive advantage…
Th...
5
Copyright CX NPD ltd
Use Agile principles and remain customer focussed…
Think
Build
Launch
Improve Customer
Customer at ...
6
Copyright CX NPD ltd
Use effective decision making…
Think
Build
Launch
Improve Customer
1) Improve the product?
2) Maint...
7
Copyright CX NPD ltd
Deliver customer value in multiple releases…
New Customer
 Focus on maximising speed to market
 F...
8
Copyright CX NPD ltd
Apply Agile techniques to improve speed of development, even
in traditional environments…
Write req...
9
Copyright CX NPD ltd
Think what building blocks to use & maximise things not done…
Concept Capture
Customer
Experience
D...
10
Copyright CX NPD ltd
Apply effective governance through clear decision gates and
cross functional prioritisation…
Busin...
11
Copyright CX NPD ltd
A Customer Experience driven NPD process delivers
significant benefits for every business
Customer...
12
Copyright CX NPD ltd
More on the Customer Experience NPD methodology….
The CX New Product Development methodology place...
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CX driven product development

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In the digital world, any successful product feature will be copied swiftly by competitors. The only way to maintain a competitive advantage is through the customer experience you provide.

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CX driven product development

  1. 1. Feb 2016 Customer Experience Competitive Advantage in New Product Development Copyright CX NPD Ltd
  2. 2. Product Development can feel like it can tie you up in knots…it must minimise time to market, with simple processes… Copyright CX NPD Ltd
  3. 3. 3 Copyright CX NPD ltd And developing products in the new Digital World means every business must re-assess its basic beliefs… Product features are irrelevant. Customer Experience is key Loading up products with many features kills speed to market Don’t try to build it all yourself. Use suppliers with relevant features as out-of- the-box functionality. In the Digital world nobody can predict the next big thing. Reacting quickly is vital Agile techniques can dramatically improve speed to market even when applied to traditional product development approaches All successful product features will be copied by competitors Simplicity--the art of maximizing the amount of work not done--is essential in a digital world
  4. 4. 4 Copyright CX NPD ltd When product features are irrelevant, only customer experience delivers a competitive advantage… Think Build Launch Improve Customer A good product is delivered in multiple releases Principles Customer at the centre Deliver a valuable product early Continuous learning Customer Focus Speed to Market Improvements delivered quickly Competitive advantage through
  5. 5. 5 Copyright CX NPD ltd Use Agile principles and remain customer focussed… Think Build Launch Improve Customer Customer at the centre A good product is delivered in multiple releases Continuous Learning Deliver a valuable product early
  6. 6. 6 Copyright CX NPD ltd Use effective decision making… Think Build Launch Improve Customer 1) Improve the product? 2) Maintain as is? 3) Kill/Stop the product? Should we Is there customer problem worth solving? Is there a Problem / Solution fit? Should we design it? Should we build it? Will it deliver the customer experience? Are we ready for sale?
  7. 7. 7 Copyright CX NPD ltd Deliver customer value in multiple releases… New Customer  Focus on maximising speed to market  Focus on a specific customer type  Deliver a Minimum Viable Product (MVP) which validates the product and the customer needs  Emphasis on learning, low cost & low risk • Test and measure the assumptions and hypothesis • Use off-the-shelf functionality • Only develop what is absolutely Release 1 MVP Release 2 (to Release n)  Learn from the customers, iterate and improve the Customer Experience  Focus on creating a sustainable product  Grow into additional customer segments  Deliver repeat usage, growth and or stickiness  Optimise the Customer Experience • Add functionality only if needed • Optimise across all touch points Release 2-n Product vision
  8. 8. 8 Copyright CX NPD ltd Apply Agile techniques to improve speed of development, even in traditional environments… Write requirements as User Stories…Who am I? What do I want? Why do I want it? These get people talking –and allows the development team to work out the best way to meet each requirement. Don’t put your team through the pain of long, wordy Product Requirement Documents. Banish the tedium…less is definitely more… Simplify! Don’t be tempted to throw in everything. You know your customers…work out what they really value, validate and deliver only a Minimum Viable Product initially. You’ll deliver faster, and get customer feedback faster…so you’ll know what you need to improve in the next version. Scrap the silos in your business. Break down those walls… Cross-functional teams and collaboration across functions are where it’s at! Ditch the formal product development meetings in favor of focused daily stand-ups. What did you do yesterday? What are you going to do today? And what’s holding you up?
  9. 9. 9 Copyright CX NPD ltd Think what building blocks to use & maximise things not done… Concept Capture Customer Experience Design Build Test Launch Assess Problem/Solution Fit Customer Segment Draft Unique Value Proposition Initial Financial Assumptions Strategic Rationale & Objectives Market and Customer Research Unique Value Proposition Customer Journey Customer Touchpoints Outline Revenue Potential Business Architecture Technical Solution Operating Model UX & UI Validation Service Levels Reporting Business Model and Pricing Business Case Product Delivery Platforms Billing Platform Operational Model Support Systems Legal & Regulatory Security, Business Risk & Fraud Product / Device Proof of Concept Tests Solution Tests Operational Readiness Tests Service Readiness Tests Customer Experience Tests Operational Ready for Service Check Marcomms & Demand Generation Channel, Sales & Distribution Sales Collateral & Toolkit Incentives and Commissions Customer Support Training Ready for Sale Check Customer Feedback Performance Reporting Draft Product/Market fit CE & Concept Validation Product Market / Fit However never compromise on delivering a great customer experience! Innovation Research Analysis Synthesis Idea Screen & Capture Concept Validation Lifecycle Management
  10. 10. 10 Copyright CX NPD ltd Apply effective governance through clear decision gates and cross functional prioritisation… Business Plan & Strategy Product Portfolio Management Resource Management Gating and Governance Concept Capture Customer Experience Design Build Test Launch Assess Tasks & Activities Documentation Project Management Systems ProcessManagementSupport BusinessManagement Create a line-of-sight from business strategy to execution. Stop the barnacle NPD projects!
  11. 11. 11 Copyright CX NPD ltd A Customer Experience driven NPD process delivers significant benefits for every business Customer experience at the heart of product development 01 02 03 05 04 06 Products are based on deep insights and continuous learning Competitive advantage obtained through simplicity and speed Drives the business plan, goals and strategic initiatives into tangible launched products Agile and responsive methodology with extensive cross- functional problem- solving Provide clear guidance for businesses transitioning into the digital space
  12. 12. 12 Copyright CX NPD ltd More on the Customer Experience NPD methodology…. The CX New Product Development methodology places Customer Experience at the heart of your product development. It embeds CX focus deep into each development phase ensuring that your processes and organisation deliver a great customer experience at every customer touch point. The method integrates the latest product development techniques such as concept canvas, product market fit, lean development and other agile techniques in a pragmatic product development process. The methodology provides: • A process based on deep customer insight and continuous learning; • Clear guidance at every stage of product development; • An agile and responsive approach with extensive cross-functional problem-solving; • A clear translation of the company business plan into a winning product portfolio. The CX NPD methodology will enable your business to gain competitive advantage through placing Customer Experience at the heart of your product development. Please visit www.cxnpd.com

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