Customer-Centered Innovation Mapping
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Questions and Answers

What is a key benefit of thoroughly mapping the job a customer is trying to get done?

  • It helps identify opportunities for breakthrough products and services. (correct)
  • It guarantees immediate customer satisfaction.
  • It enhances employee productivity significantly.
  • It allows companies to reduce operational costs.

    • Which of the following best describes the primary focus of customer-centered innovation?

  • Promoting brand loyalty among current customers.
  • Increasing market share through aggressive advertising.
  • Understanding the specific tasks customers want to accomplish. (correct)
  • Maximizing profit margins on existing products.

    • What does the article suggest is crucial for discovering new product opportunities?

  • Improving service quality.
  • Enhancing manufacturer capabilities.
  • Thorough mapping of customer needs. (correct)
  • Adapting to market trends rapidly.

    • One of the offerings mentioned in the document is a toolkit that includes resources to help implement customer-centered ideas. Which specific elements are included?

    <p>Article summaries and a customer-centered innovation map.</p> Signup and view all the answers

    How is customer-centered innovation expected to impact product development?

    <p>By opening doors to unique product opportunities.</p> Signup and view all the answers

    According to the article's premise, successful innovation is driven primarily by which factor?

    <p>A deep understanding of customer needs.</p> Signup and view all the answers

    What aspect is least likely to be a focus of customer-centered innovation?

    <p>Investing in technology that ignores customer input.</p> Signup and view all the answers

    The further reading section mentioned in the document is designed for what purpose?

    <p>Guiding exploration of the article’s ideas and applications.</p> Signup and view all the answers

    What must the customer do when business test cases fail?

    <p>Engage in a distinct ancillary job of troubleshooting</p> Signup and view all the answers

    What do customers seek when a problem occurs?

    <p>A speedy resolution to the issue at hand</p> Signup and view all the answers

    Which of the following statements is true regarding growth opportunities?

    <p>Understanding customer jobs is crucial for identifying growth opportunities</p> Signup and view all the answers

    What is essential for resolving a problem effectively according to the content?

    <p>Understanding the problem clearly</p> Signup and view all the answers

    What does the customer experience during a product failure?

    <p>The need to engage in ancillary problem resolution jobs</p> Signup and view all the answers

    What may happen if a nurse gets cut by a scalpel, according to the content?

    <p>The nurse must follow specific steps to avoid infection</p> Signup and view all the answers

    Why do customers hire products, services, or software?

    <p>To get jobs done effectively and efficiently</p> Signup and view all the answers

    Which job must the office worker perform if a printer jams?

    <p>Remove the damaged paper from the printer</p> Signup and view all the answers

    What is a key feature of the wound dressing designed by 3M?

    <p>It only sticks to itself.</p> Signup and view all the answers

    How does MasterCard assist customers who lose their cards while traveling?

    <p>By sending emergency cash advances.</p> Signup and view all the answers

    Which of the following describes a potential issue customers may need to troubleshoot?

    <p>Misplaced surgical tools.</p> Signup and view all the answers

    What does the term 'zero-liability coverage policy' refer to?

    <p>No customer responsibility for unauthorized charges.</p> Signup and view all the answers

    Which strategy do companies focus on to identify opportunities for innovation?

    <p>Operational excellence.</p> Signup and view all the answers

    What is one possible outcome when troubleshooting customer problems?

    <p>Resolution of operational delays.</p> Signup and view all the answers

    What is the primary design intention of the 3M wound dressing?

    <p>To facilitate quick application and removal.</p> Signup and view all the answers

    What is considered an infringement of copyright?

    <p>Copying or posting</p> Signup and view all the answers

    Which of the following roles does MasterCard NOT play in assisting customers?

    <p>Issuing travel insurance.</p> Signup and view all the answers

    What can a company discover through thorough mapping of a customer’s needs?

    <p>Opportunities for breakthrough products and services</p> Signup and view all the answers

    According to the content, what do people often do with products?

    <p>Hire them to perform tasks</p> Signup and view all the answers

    What type of innovations can result from understanding a customer’s job?

    <p>Breakthrough products and services</p> Signup and view all the answers

    Who are the authors of the Customer-Centered Innovation Map?

    <p>Lance A. Bettencourt and Anthony W. Ulwick</p> Signup and view all the answers

    What is one consequence of posting content without permission?

    <p>It can lead to copyright infringement claims</p> Signup and view all the answers

    In order to create successful products, what should companies focus on?

    <p>Understanding customer jobs</p> Signup and view all the answers

    What does the term 'job' refer to in the context of customer-centered innovation?

    <p>A function that needs to be accomplished</p> Signup and view all the answers

    What is the primary function of Oracle's ProfitLogic merchandising optimization software?

    <p>To confirm optimal timing and level of markdowns for products</p> Signup and view all the answers

    What does the washing machine feature that detects persistent stains aim to improve?

    <p>Customer satisfaction with cleanliness</p> Signup and view all the answers

    What action does Kimberly-Clark's Patient Warning System perform to assist during surgeries?

    <p>It circulates heated water to maintain body temperature</p> Signup and view all the answers

    What common problem does the stain detection feature in washing machines aim to prevent?

    <p>Need for multiple washing cycles on the same clothes</p> Signup and view all the answers

    What is a key benefit of confirming readiness before performing a task?

    <p>It minimizes the possibility of needing to redo tasks</p> Signup and view all the answers

    What is a potential appeal of a washer that detects stubborn stains?

    <p>It simplifies the washing process for users</p> Signup and view all the answers

    In what area does Oracle’s ProfitLogic primarily help retail businesses?

    <p>Optimizing pricing strategies and markdowns</p> Signup and view all the answers

    Why is it important for a washer to take appropriate action when detecting stains?

    <p>To prevent clothes from becoming damaged</p> Signup and view all the answers

    What is the focus of the Customer-Centered Innovation Map?

    <p>Analyzing jobs customers want and imagining new possibilities.</p> Signup and view all the answers

    According to the content, what type of jobs should companies consider for innovation?

    <p>Both jobs customers know they want and those they haven't yet imagined.</p> Signup and view all the answers

    What is suggested as a systematic approach when brainstorming innovative ideas?

    <p>Analyze customer jobs and brainstorm accordingly.</p> Signup and view all the answers

    What does the phrase 'look beyond jobs customers know they want' imply?

    <p>Explore potential needs that customers aren't yet aware of.</p> Signup and view all the answers

    Which of the following is NOT a component of systematic brainstorming for innovation?

    <p>Relying solely on business intuition.</p> Signup and view all the answers

    What does the article suggest about jobs that customers 'have not yet dreamed of'?

    <p>They can serve as a source for innovation opportunities.</p> Signup and view all the answers

    What is the title of the article authored by W. Chan Kim and Renée Mauborgne?

    <p>Blue Ocean Strategy.</p> Signup and view all the answers

    What is a key takeaway regarding the approach to innovation indicated in the content?

    <p>Thinking creatively beyond customer awareness is essential.</p> Signup and view all the answers

    Study Notes

    Customer-Centered Innovation Map

    • Thorough mapping of the customer's job allows discovery of opportunities for innovative products and services.
    • The Customer-Centered Innovation Map is a tool for companies to identify opportunities for innovation.

    The Idea in Brief

    • People hire products to get jobs done.
    • Few companies focus on this perspective.
    • Job mapping breaks down a job into steps to identify ways to make them easier, faster, or unnecessary.
    • Example of cleaning clothes - people notice stains after folding; a washer that detects stains before folding would be innovative.

    The Idea in Practice

    • All jobs have eight steps (Define, Locate, Prepare, Confirm, Execute, Monitor, Modify, Conclude).
    • Companies can innovate at each step.
    • Examples described of how existing products/services were improved by innovative solutions to customer job steps. (Weight Watchers, U-Haul, Bosch, Oracle, Kimberly-Clark, Nike, Microsoft, 3M)

    Job Mapping

    • Breaks down jobs into discrete steps from customer's perspective.
    • Identifies opportunities to improve each step.
    • Encourages focus on "what customers are trying to get done" not just "what they are currently doing".

    Anatomy of a Customer Job

    • All jobs have a beginning, middle, and end, comprising distinct process steps.
    • Customer perspective is crucial for identifying innovation opportunities.
    • Improves product/service execution, removes inputs/outputs, eliminates steps, reorders steps, or enables steps in new places / times.

    Job Map Creation

    • Goal is to understand what customers need (to get things done) at each step of a job, rather than just describing current activities.
    • Identifies ways customers experience problems or delays in all job stages.

    Key Steps in Job Mapping

    • Define: How do customers define the job? What are their goals, approach, and resources?
    • Locate: What materials and resources are needed to complete the job?
    • Prepare: How do customers prepare for the job? What is the environment / preparation step?
    • Confirm: What must the customer verify before proceeding?
    • Execute: What must the customer do to execute the job?
    • Monitor: What needs to be monitored to ensure successful job execution?
    • Modify: What modifications or adjustments are necessary if things go wrong?
    • Conclude: How does the customer conclude the job or prepare for the next?

    Further Reading

    • Provides further reading about Breakthrough Thinking from Inside the Box, Blue Ocean Strategy.

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    Related Documents

    The Customer-Centered Innovation Map PDF

    Description

    Explore the Customer-Centered Innovation Map and learn how to identify opportunities for innovative products and services. This quiz delves into the steps of job mapping and offers examples of how various companies have innovated their approaches. Test your knowledge on breaking down customer jobs and discover how innovation can make tasks easier and faster.

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