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Understanding the customer-centered innovation map
- Harvard Business Review examines a powerful, customer-centric approach to innovation called 'The Customer-Centered Innovation Map'.
- This method emphasizes understanding customer needs through the 'jobs-to-be-done' framework and breaks down the jobs customers complete.
- The Customer-Centered Innovation Map gives companies a structured way to think about every step their customers go through when using their products or services.
- This map breaks down the jobs customers are trying to complete into clear steps, helping companies uncover new opportunities for innovation at each stage of the customer journey.
- Companies apply the map by helping customers define their objectives, gather necessary resources, set up their environment, check everything is ready, execute the main action of the job, monitor the job's progress, make adjustments, and conclude the job smoothly.
- The customer-centered innovation map matters as it helps businesses find more ways to innovate, meet customer needs and enhance their overall experience.
- Real-world examples have been provided which showcase how companies are using these principles to deliver exceptional value.
- Businesses can find insights into customer needs beyond traditional surveys by using customer-centric research methods.
- Success in highly saturated markets can be achieved by leveraging The Customer-Centered Innovation Map.
- The approach can be applied to services as effectively as to products, with a few different considerations.
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