product innovation from customers' perspective
TRANSCRIPT
Product Innovation can be defined as incremental or substantial improvement in product or services to achieve desired objective in a way that adds value in terms of productivity‐economy‐convenience etc.
Product Innovation is different from Product Invention in a way that innovation meets immediate needs and gets accepted while Invention may not be relevant with current time but gets accepted with changing times also.
What is Product Innovation
∗ This is Continuous Process and is embedded in Company DNA.
∗ Dedicated Product development teams
∗ Earmark decent Budgets.∗ Outsource from Consulting Companies.∗ Tie –up for knowledge with Institutes & Institutions.
Companies Innovate
∗ Companies take minimal feedback from customers or users.
∗ Even if they take it is after development has happened in Isolation.
∗ At times product are made and then marketed to alter customer perception.
∗ If customer aligns well otherwise product and campaign fails
Error of Judgment or Over zeal
∗ First Function to is to be Door Stopper.
∗ Door stopper should be Hassle Free.
∗ Should not obstruct movement for door and human intervention.
∗ Should be at eye height or above.
∗ Dependable.
Customers’ Perspective
∗ Of course talcum powder should be good to feel and perform.
∗ Dispensing should be easy to open and Lock.
∗ No pilferage of powder.
∗ Cap should be sturdy to handle.
∗ Ease of control for dispensing quantity.
Customer Perspective
OBJECTIVE
1. MOST AFFORDABLE CAR2. SHOULD CARRY FOR PEOPLE WITH SMALL
LUGGAGE3. SAFE AND STABLE CAR4. FEATURES
NANO – REMAINED HYPE
1. Cheapest Car Tag which dissuaded commoner.2. Fire Safety Issues.3. Looks were not big draw.
WHAT CUSTOMER WANTED
1. Customer want affordable car and not cheapest.2. Pride in Ownership.3. Safe car .4. Looks as market is crowded with good looking models
NANO‐WHY IT COULD NOT SUCCEED
While modifying car to suit Indian Conditions Renault kept handle to open Bonnet on Navigators’ side making it almost impossible for driver driving alone to open.
How could You Miss That
While designing car foot mats mat size is over designed that it obstructs brake pad and accelerator pads.
Safety At Risk
∗ Automatic Change of Tyres with motorized control.
∗ Tyre Pressure Indicator (Available in some models now).
∗ Console movement flexibility.
∗ Air Blowers maneuverability and operation .
Customers’ Perspective on Features
We Serve What Customer Needs
or
We Market What we make with Our Perceptions
COMPANIES NEED TO RE ENGINEER
∗ We Need to define What we Want to Do with Product.∗ We need to write Outcome Expectations from Manufacturing and
Customers’ angle with more than 15 options.∗ We Need to do survey on what customer wants and what can be met
by manufacturers.∗ Focused development on most common features are desired.
Expectation Measure of Customer
PROCESS OF INNOVATION WITH CUSTOMERS’ PERSPECTIVEBEGINS………
THESE QUESTIONS LOOKS EASY GO FOR SURVEY AND WE KNOW HOW DIFFERENT PERCEPTIONS ARE
∗ Simple & Convenient Operation.∗ Sturdy Features∗ Lasting product∗ Good Shelf Life∗ Easy to Maintain & Repair∗ Mass Availability∗ Affordable cost
Customer PerspectiveEasy Questions Different Perspectives