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2. Identify Underserved Customer Needs
Importance vs Satisfaction Framework
Disruptive Innovation: 10X improvement over the existing experience/solution
When a new product enables such a better way of doing something that people can’t imagine going back to the old way, that’s disruptive innovation
Ex: Amazon, Swiggy, Zomato etc..now we can’t think of going back to ordering on phone and picking up the orders
By identifying the right Opportunity and building a product that solves that pain point will help create a value for the customer
Measuring Importance and Satisfaction
Scoring
Name
Scale
Remarks
Importance
Unipolar Scale: >0
5 Point Scale
Satisfaction
Bi Polar Scale : This goes from -ve to +ve.
Always have odd number of choices - 7 point scale suggested
There are no rows in this table
Related Frameworks
Gap Analysis (Not Preferable)
Gap = Importance - Satisfaction
Bigger the Gap , the more underserved the need
Jobs to be done ( Preferable)
Opportunity Score = Importance + Max(Importance-Satisfaction,0)
Customers decide to buy based on how well it delivers their “desired outcomes” for the “jobs to be done”
Define a rich definition of the “Problem Space”
Visualising Customer Value
Customer Value Delivered = Importance * Satisfaction ( Area of rectangle/square )
Opportunity to Add Value = Importance * (1 - Satisfaction)
After the feature is released, we can redo the survey to understand if the value has been created or not & is there further scope to create value
Note: Importance & Satisfaction are in %
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