Successful new product development – The customer as developer

Development work is cost-intensive. How do you get well-founded input for successful new product development? How do you determine the actual strengths and weaknesses of existing products? Where are the potentials for improvement that are truly important to customers and lead to purchasing of the new products?

Challenges of new product development

Increasing market saturation and diverse competition force every company to constantly renew its product range and offer improved products. New developments mean high investments for every company, while market success remains uncertain.

Often, product innovations already fail because they are oriented less towards the wishes of the market and more towards the personal ideas of the developers. Or the customer’s opinion is only gathered rather randomly, for example via the sales force, and thus neither a systematic nor a neutral picture of the customer’s opinion is obtained. A third danger is that the advantages of competing products are not recognized in time and new developments are initiated too late or are misdirected.

TEMA-Q offers the solution for this with Deep Dive CX Products. Existing customers are interviewed in detail about their experiences with a product in everyday life. These descriptions are analyzed, structured and condensed so that a variety of starting points for product improvements can be derived from them.

The customer as developer

The willingness of existing customers to participate in new product developments is often underestimated. Yet the customer has a number of reasons for disclosing his ideas and opinions, and this is usually free of charge: The customer gets the feeling that he is being taken seriously, he can express his opinion and wishes about products directly or indirectly to those responsible, and he is the first to learn about planned innovations.

Certainly, this approach also implies problems: customers often have difficulties  commenting on abstract ideas, opinions and ideas are often unstructured and incomplete and the individual opinions have to be aggregated to a representative overall picture. Deep Dive CX Products provides the necessary resources, methods and tools to solve precisely these problems and successfully involve customers in product development.

  • Involving customers in the development process by means of field reports

  • Minimizing the risk of introducing a new product

  • Evaluation and importance of individual concept details

  • Identification of improvement potentials

  • Comparison with competitor products

  • National and international, suitable for B2B and B2C markets

Implementation orientation

One of the core ideas of Deep Dive CX Products is the implementation orientation: Concept strengths and weaknesses should not only be reflected to the management, but also the departments should be enabled to use Deep Dive CX Products as a basis for development projects.

To ensure this, the data from Deep Dive CX Products is made available in a hierarchically structured information system. Superordinate key figures that evaluate the product as a whole are used as control variables for management.

On a second level, all key figures are structured according to areas of responsibility in order to be able to clearly address and define responsibilities for improvement measures.

For the development work in detail, all customer statements are made available in the original wording in ClaralytiX: This is a special web-based analysis tool that offers a wide range of analysis options. This allows the specialist departments to analyse all customer statements unfiltered, compare them with internal reports and initiate suitable improvement measures.

Areas of application

Deep Dive CX Products is recommended for all companies that want to optimize existing products and further develop them in a customer-oriented manner. In principle, Deep Dive CX Products can be used in both B2C and B2B markets and can be carried out nationally and internationally depending on the requirements.

If you have any questions about Deep Dive CX Products, or would like a live demo of ClaralytiX via video conference, click here to schedule an appointment, or contact us.

Authors:
Martin Plötz – Managing Director

Jacqueline Pirkelbauer – International Sales Director