Building Customer Experience into Products & Services
2016.12.14   |   41 pages   |   Customer Experience and Connection

Author:
Jeroen Visser


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In the age of the consumer (now) customers have found a voice and are using it to give feedback and input, both on what they want from their customer experience and how they want their products to be designed and to perform.  They are vocal about being satisfied,  but even more so if they are frustrated.  Further, they are influential as other customers increasingly trust peer reviews when making their own decisions.

  • Millennials are digital natives who can see no reason why companies would not heed what they are saying and respond in the form of new product releases and feature enhancements.

For product development and delivering a great Customer Experience it is essential that companies show they are listening and engaging directly with customers, including monitoring and analysing indirect feedback about them expressed on social media.

This MWP report explores how operators have already used customer input to define better products and deliver a great customer experience, and provides recommendations on how to build the customer into the NPD process. 

 

Countries: Europe, UK, South Africa, Germany, 

Keywords: Segmentation, Customer Experience, Customer-centric, VOC, Telco, Digital Services, In-life product Management, Market research, Customer Centric Design, VoC, Personalisation, NPD, Differentiation, Qualitative Research, Innovation, Customer Experience Management, Concepts, Product Development phases, Net Promoter Score, Post launch feedback, Minimum Viable Product, Personas, Voice of the Customer, Digital world, Market Requirement Specification, MVP, Age of the Consumer, Customer Insights, MNO, NPS, Competitive Advantage, Quantitative Research, Focus Groups, Pain Points, MRS, Digital transformation, New Product Development, Profitability, Customer Feedback, Validation, Customer Journey Design, Big Data, Customer Participative Design, Customer Satisfaction, Social Media, Co-creation, Customer Journey,

1

Overview - Building Customer Experience into Products & Services

3

2

Introduction

6

2.1

Background to the report

7

2.2

Report Content

8

3

Defining and Obtaining Customer Input for New Product Development

9

3.1

Trends in Customer Feedback and Market Research

10

3.2

Impact on Product Development

11

3.3

Co-creation as Customer Input in Product Development

12

3.4

Voice of the Customer (VoC)  as Customer Input in Product Development

13

3.5

Big Data as Customer Input in Product Development

14

3.6

Focus Groups as Customer Input in Product Development

15

3.7

Distinct Phases in Product Development

16

3.9

Tasks and Customer Input Required in NPD Phases

17

3.9

Embedding Customer Input Throughout the NPD Cycle

18

4

Case Studies

19

4.1

Mobile Internet – a Data-only Mobile Broadband Dongle

20

4.2

Connected Car – Aligning Features/Positioning/Marketing

21

4.3

Mobile Advertising – One (Early) Step Too Far

22

4.4

P2P Payments – Introducing Mobile Financial Services

23

4.5

Combining Internal and Customer Feedback

24

4.6

Phones for Older Users – Avoiding Assumptions

25

4.7

Piloting Fibre Optic to the Home

26

4.8

Enterprise Remote Access – Smart USB Stick With SIM

27

4.9

Mobile Advertising - The B2B Value Chain

28

4.10

Digital images - Leading on Experience, not Features

29

4.11

Service Provision – New vs. Existing Customers

30

5

Lessons Learned From Case Studies

31

6

Conclusions & Recommendations

33

6.1

Conclusions

34

6..2

Recommendations

35

 

Appendix

36

 

Qualitative and Quantitative Research in Product Development

37

 

Validation Using Qualitative Research

38

 

Post-launch Customer Feedback 1/2

39

 

Post-launch Customer Feedback 2/2

40

 

Sources Used

41

 

Feedback Form

42

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