3 Step to Build New Product/Services (Applied Inside-out + Outside-In Approach)

There are two main stream of strategy/approach regarding how the company design  for new product/service to their customer. The approach are:

1. "Inside-Out" approach is guided by the belief that the inner strengths and capabilities of the organization will produce a sustainable future.

2. "Outside-In" approach is instead guided by the belief that customer value creation is the key to success. 

Here a diagram to describe the Inside out Vs. Inside In.

The right balance between "Inside out" and "Outside in"  approach during  the process to design, Launch, and evaluation of  the product/service are different between each company and sometimes need time to processed it well through the internal organization to have the same understanding. In many case we got some Leader that add the approach with " Business Instinct" that will drive that product/services successful in the market.

In this time we will explain a simple step how we will combine the Inside out+ Outside in

1. Capturing the Voice of the Customer 

Voice of the customer (VOC) is captured by surveys, interviews, reports, focus group discussion with the customer

 

 

After  we got the "customer insight/"hidden need", so we could focus on "How" we will be serve and "What" type of  product/Service we will focus on.

2. Understanding Customer Satisfaction 

2.1 Kano model 

       

Determines needs, wants, and delighters. in this tool we will used the customer perspective to design the level of product/services to be offers

2.2 Quality Function Deployment (QFD)

Is a structured method that is intended to transmit and translate customer requirements, that is, the "Voice of Customer"  :

-Through each stage of the product development and production process, that is, through the product realization cycle.

-These requirements are the collection of customer needs, including all satisfiers, exciters/delighters, and dissatisfiers.

Here a QFD framework to design the product/services:

 

3. Sizing up the competition

Bench-marking is comparing yourself to the best in the  world. Bench-marking provides   standards to aim toward