We are at the start of a revolution in customer experience innovation. This revolution is being led by the concept of "trade-off" which is increasingly getting more attention. Thanks to Kevin Maney's new book, "Trade-Off: Why Some Things Catch On and Others Don't."
This presentation contains the background as well as a tool for mapping customer trade-offs as well as improving and innovating on customer experiences. The presentation includes ideas from Kevin Maney's "Trade-Off" book. This presentation also contains archetypal trade-off maps for examples in the Fidelity Belly as well as Hit Zone for products and services. Starbucks is featured as an example of a business that is currently in the Fidelity Belly.
31. Tracking push and pull effects of technological innovation & competitionCopyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
32. TRADE-OFF MAP Showing the Hit Zone & Fidelity BellyStage of Customer Experience Cycle: Adoption/Usage/Maintenance/Disposal Zero Trade-off (cf. “Wrecking-ball moment”) ‘Hit’ Zone MARKET (CUSTOMER JOB): …………………………………. Period/Year: …………….………………………………………….. High Luxury Spot Disruption Spot DELIGHT: Fidelity Low Strategic Choice Fidelity Belly (Super-)convenience Low High PAIN: Inconvenience Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
67. Customers can live without product/ service since it is not a ‘basic’ needCopyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
85. Customers can hardly live without product/serviceCopyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
93. TRADE-OFF INTERACTION DIAGRAMInteraction of Factors Influencing Selection of a Product, Service, or Business Model Quality (Content/ Performance) Need Accessibility/ Availability CUSTOMER Love (Loyalty/Fun) Cost (Price) Social Aura/Cachet Simplicity Identity (‘Character’) Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
123. Mismatched technology: ahead of timeCopyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
124. CUSTOMER NEEDS, SELECTIONS, AND EXPERIENCESStage of Customer Experience Cycle: Adoption/Usage/Maintenance/Disposal Zero Trade-off-Experience (cf. “Wrecking-ball moment”) ‘Hit’ Zone MARKET (CUSTOMER JOB): …………………………………. Period/Year: …………….………………………………………….. High Fidelity SuperHit-Need/Experience Sweet Spot-Need/Experience Luxury Spot-Need/Experience Disruption Spot-Need/Experience DELIGHT: Fidelity Low Fidelity Fidelity Belly (Super-)convenience Inconvenience PAIN: Inconvenience Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
125. CATEGORIES OF CUSTOMER NEEDS, SELECTIONS, AND EXPERIENCESStage of Customer Experience Cycle: Adoption/Usage/Maintenance/Disposal Zero Trade-off-Experience (cf. “Wrecking-ball moment”) ‘Hit’ Zone MARKET (CUSTOMER JOB): …………………………………. Period/Year: …………….………………………………………….. High-end SuperHit-Need/Experience Sweet Spot-Need/Experience Luxury Spot-Need/Experience Disruption Spot-Need/Experience Oasis- Need/Experience Volcano- Need/Experience DELIGHT: Fidelity Low-end Green Ocean- Need/Experience No Man’s Land- Need/Experience Red Ocean- Need/Experience Fidelity Belly Convenience Inconvenience PAIN: Inconvenience Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
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129. WHO? WHAT? WHERE? WHY? MARKET (CUSTOMER DESIRE/ NEED/JOB): WHEN? HOW MUCH? HOW? WHAT NEXT? Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
132. Trade-off (Customer Experience) QuotientTRADE-OFF SWOT Collecting and comparing present and future trade-offs of competing products, services, and businesses TRADE-OFF MAP Simply organizing and making decisions for ‘hit’ products, services, and business models Observing patterns in the evolution of systems, subsystems, and environment SUITE OF TOOLS FOR VISUAL TRADE-OFF ANALYSIS & DECISION-MAKING TRADE-OFF SPECTRUM Easily organizing and making decisions for ‘hit’ products, services, and business models Designing competitive advantage strategies for ‘hits’ TRADE-OFF STRATEGY (RADAR) Redesigning a business model and strategy for a spot in the ‘Hit’ Zone Generating strategies and tactics for a redesigned value chain TRADE-OFF INTERACTION DIAGRAM Developing scenarios for the interaction between selection factors for alternative products, services, and/or business models TRADE-OFF PERF. DASHBOARD Monitoring the trade-off and performance of the value chain of a product, service, or business model as well as those of competitors Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
133. SUPER-FIDELITY OR SUPER-CONVENIENCE FIDELITY VS. CONVENIENCE FIDELITY MIRAGE FIDELITY BELLY THE 8 PILLARS OF THE FIDELITY SWAP CONCEPT (TRADE-OFF) WRECKING-BALL MOMENTS SOCIAL ACCELERANTS TECH EFFECT (INNOVATION) “HIT ZONE” Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
134. BRAND EQUITY PROFIT (REVENUE/COST) COMPETITIVE POSITION IN SECTOR CUSTOMER LOYALTY Higher Level Criteria for ASSESSING IMPACTS OF A BUSINESS STRATEGY CORE COMPETENCE (KNOWLEDGE) SHAREHOLDER VALUE STRATEGIIC FIT IN VALUE NETWORK ECOSYSTEM GROWTH/SUSTAINABLILITY Copyright 2009. Dr. Rod King. rodkuhnking@sbcglobal.net &http://tradeoffmap.ning.com & http://twitter.com/RodKuhnKing
135. REFERENCES Christensen, C.M. (1997) The Innovator’s Dilemma. Boston: Harvard Business School (HBS) Press. Kim, W.C.; Mauborgne, R. (2005) Blue Ocean Strategy. Boston: Harvard Business School (HBS) Press. King, R. (2009) Fractal Box Thinking: A Simple Visual Tool for Total Problem Solving and Innovation. Fresno, California: TOAD Publishing. Maney, K. (2009) Trade-Off. New York: Broadway Books. Verganti, R. (2009) Design-Driven Innovation. Boston: Harvard Business School (HBS) Press. Dr. Rod King Thought Leader, Speaker, Consultant, and Trainer on Trade-Off Mapping & Customer Experience Management rodkuhnking@sbcglobal.net & http://tradeoffmap.ning.com http://twitter.com/RodKuhnKing