The document discusses sources of inspiration for design creativity from customers and trials. It outlines various methods for gathering customer needs like interviews, surveys, and affinity diagrams. It also discusses the voice of the customer and importance of listening to feedback to improve products. Additionally, it covers concepts like the Kano model of customer satisfaction and categorizing different types of customer needs such as direct, latent, constant, and niche needs.

1. Sources of Inspiration from
Customers & Trials
Subject: Design Creativity
Submitted by Vinay Tiwari
Sources of Inspiration from
Customers & Trials
Subject: Design Creativity
Submitted by Vinay Tiwari
1

2. Sources of Inspiration from Customers & Trials
Index
Sr.
No.
Content Slides Slides
Page No.
1 Introduction 31 Introduction 3
2 Road Map of Customer Need List 4
3 Voice of the Customer 5-6
4 Kano Model for Customer Satisfaction 7
5 Customer Population 8-9
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5 Customer Population 8-9
6 Customer Needs 10-12

3. Sources of Inspiration from Customers & Trials
Introduction
Customer Satisfaction is a phrase commonly used to encapsulate
this phenomenon. It means supplier make more as customers
become better off.
Customer
Satisfaction
Repeated
Buying
WishesDemand
Higher
Profit
Loyalty
Crisis
Word of
Mouth
One Stop
Shopping
New Product
Introduction
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Corporate
Performance
Repeated
Buying
Higher
Profit
Loyalty
Crisis
Word of
Mouth
One Stop
Shopping
New Product
Introduction
Profit Growth

4. Sources of Inspiration from Customers & Trials
Road Map of Customer Need ListRoad Map of Customer Need List
Gathering Customer need
Customer Gathering Customer need
Articulation method
Organizing & prioritizing
customer need
Organizing & prioritizing
customer need
Gathering Customer need
Like/Dislike method
Grouping interpreted need
Affinity diagram-
customer use pattern
Cluster analysis method
Questioning method
Organizing & prioritizing
customer need
Grouping interpreted need
customer sort method
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Affinity diagram-
customer use pattern
Customer need documentation
Prioritized customer need size
Cluster analysis method
Advanced method
Simple method

5. Sources of Inspiration from Customers & Trials
Voice of the CustomerVoice of the Customer
Voice of the Customer is one of the most important aspect in
exploring new business ideas or developing a new product. Since a
large amount of research, resources, technical expertise, money are
involved in developing a new product or modifying the existing one.
Effect to listening Voice
of Customer
Installing effective
feedback tool
Product & service
specifications
Being concerned
Voice of the Customer is one of the most important aspect in
exploring new business ideas or developing a new product. Since a
large amount of research, resources, technical expertise, money are
involved in developing a new product or modifying the existing one.
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Effect to listening Voice
of Customer
Understanding
your customers &
their complaints
Overall monitoring of
customers behavior Empowering your
customer beyond
employee

6. Sources of Inspiration from Customers & Trials
Voice of the CustomerVoice of the Customer
4 key areas to consider when building your VoC program
Capture: Identify customer listening posts both internally and
externally. Surveys -common way to establish listening posts
across all customer touch-points and departments.
Analyze: Analyze feedback in real-time. It’s important to deliver
clear and actionable insight to the right employee stakeholders.
Act: To act on real-time insight. Knowing where the problem
areas are allows you and your team to take corrective action.
Monitor: Continuous monitoring helps you to track your results
over time.
4 key areas to consider when building your VoC program
Capture: Identify customer listening posts both internally and
externally. Surveys -common way to establish listening posts
across all customer touch-points and departments.
Analyze: Analyze feedback in real-time. It’s important to deliver
clear and actionable insight to the right employee stakeholders.
Act: To act on real-time insight. Knowing where the problem
areas are allows you and your team to take corrective action.
Monitor: Continuous monitoring helps you to track your results
over time.
6Vinay Tiwari-2018
4 key areas to consider when building your VoC program
Capture: Identify customer listening posts both internally and
externally. Surveys -common way to establish listening posts
across all customer touch-points and departments.
Analyze: Analyze feedback in real-time. It’s important to deliver
clear and actionable insight to the right employee stakeholders.
Act: To act on real-time insight. Knowing where the problem
areas are allows you and your team to take corrective action.
Monitor: Continuous monitoring helps you to track your results
over time.
Voice of Customer
ActCapture MonitorAnalyze

7. Sources of Inspiration from Customers & Trials
Delighted
Kano Model for Customer SatisfactionKano Model for Customer Satisfaction
Absent Fully implemented
Function
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Disgusted

8. Sources of Inspiration from Customers & Trials
Customer Population: The Customer population is the
set of persons whom we want to be purchasers of our
new products.
Customer Population: The Customer population is the
set of persons whom we want to be purchasers of our
new products.
Customer PopulationCustomer Population
Customer Population: The Customer population is the
set of persons whom we want to be purchasers of our
new products.
Customer Population: The Customer population is the
set of persons whom we want to be purchasers of our
new products.
The segment of the available
market that the firm decided
to serve (Target customer)
Those who have
nearest in acquiring
the product (Potential
customer)
Market
Classification
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Those in the target market
who have purchased the
product (Current customer)Those in the potential
market who have enough
money to buy product
Market
Classification

9. Sources of Inspiration from Customers & Trials
Place
Product
Physical
Environ-
ment
Target
Customer
Population
Place
PriceProcess
Product
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PromotionPeople
Income
Age
Gender

10. Sources of Inspiration from Customers & Trials
Customer Needs: Can be divided into four basic
categories.
1. The need to be understand
2. The Need to feel welcome
3. The Need to feel important
4. The need for comfort
Customer Needs: Can be divided into four basic
categories.
1. The need to be understand
2. The Need to feel welcome
3. The Need to feel important
4. The need for comfort
Customer NeedsCustomer Needs
Customer Needs: Can be divided into four basic
categories.
1. The need to be understand
2. The Need to feel welcome
3. The Need to feel important
4. The need for comfort
Customer Needs: Can be divided into four basic
categories.
1. The need to be understand
2. The Need to feel welcome
3. The Need to feel important
4. The need for comfort
10Vinay Tiwari-2018
Customer Needs: Can be divided into four basic
categories.
1. The need to be understand
2. The Need to feel welcome
3. The Need to feel important
4. The need for comfort
Customer Needs: Can be divided into four basic
categories.
1. The need to be understand
2. The Need to feel welcome
3. The Need to feel important
4. The need for comfort

11. Sources of Inspiration from Customers & Trials
Customer Needs: Can profitably can profitably
considered in general category based on how easy the
customer can express & show rapidly they change.
Customer Needs: Can profitably can profitably
considered in general category based on how easy the
customer can express & show rapidly they change.
Customer NeedsCustomer Needs
Customer Needs: Can profitably can profitably
considered in general category based on how easy the
customer can express & show rapidly they change.
Customer Needs: Can profitably can profitably
considered in general category based on how easy the
customer can express & show rapidly they change.
Customer Needs
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Direct
Needs
Latent
Needs
Constant
Needs
Variable
Needs
General
Needs
Niche
needs

12. Sources of Inspiration from Customers & Trials
Direct Needs: Concern about the product, east to
determine
Latent Need: require probing to find
Constant Need: intrinsic to the product
Variable Need: removed by a technology change
General Need: applies to all customers
Niche Need: Small market segment
Direct Needs: Concern about the product, east to
determine
Latent Need: require probing to find
Constant Need: intrinsic to the product
Variable Need: removed by a technology change
General Need: applies to all customers
Niche Need: Small market segment
Customer NeedsCustomer Needs
Direct Needs: Concern about the product, east to
determine
Latent Need: require probing to find
Constant Need: intrinsic to the product
Variable Need: removed by a technology change
General Need: applies to all customers
Niche Need: Small market segment
Direct Needs: Concern about the product, east to
determine
Latent Need: require probing to find
Constant Need: intrinsic to the product
Variable Need: removed by a technology change
General Need: applies to all customers
Niche Need: Small market segment
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Direct Needs: Concern about the product, east to
determine
Latent Need: require probing to find
Constant Need: intrinsic to the product
Variable Need: removed by a technology change
General Need: applies to all customers
Niche Need: Small market segment
Direct Needs: Concern about the product, east to
determine
Latent Need: require probing to find
Constant Need: intrinsic to the product
Variable Need: removed by a technology change
General Need: applies to all customers
Niche Need: Small market segment

13. Sources of Inspiration from Customers & Trials
END
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