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.
1. Overview - Building Customer Experience into Products & Services
2.1 Background to the report
2.2 Report Content
3. Defining and Obtaining Customer Input for New Product Development
3.1 Trends in Customer Feedback and Market Research
3.2 Impact on Product Development
3.3 Co-creation as Customer Input in Product Development
3.4 Voice of the Customer (VoC) as Customer Input in Product Development
3.5 Big Data as Customer Input in Product Development
3.6 Focus Groups as Customer Input in Product Development
3.7 Distinct Phases in Product Development
3.8 Tasks and Customer Input Required in NPD Phases
3.9 Embedding Customer Input Throughout the NPD Cycle
4. Case Studies
4.1 Mobile Internet – a Data-only Mobile Broadband Dongle
4.2 Connected Car – Aligning Features/Positioning/Marketing
4.3 Mobile Advertising – One (Early) Step Too Far
4.4 P2P Payments – Introducing Mobile Financial Services
4.5 Combining Internal and Customer Feedback
4.6 Phones for Older Users – Avoiding Assumptions
4.7 Piloting Fibre Optic to the Home
4.8 Enterprise Remote Access – Smart USB Stick With SIM
4.9 Mobile Advertising - The B2B Value Chain
4.10 Digital images - Leading on Experience, not Features
4.11 Service Provision – New vs. Existing Customers
5. Lessons Learned From Case Studies
6. Conclusions & Recommendations