Product Management &
Customer Experience
How to Keep Your Customers Happy!
The Fit-for-Purpose framework accompanied by our training gives managers a new way of understanding and quantifying customer behavior, identifying customer segments by customer purpose. It also gives managers a framework with which they can make more confident decisions, to adapt products and services to be fitter for their customers intended purpose and marketing environments.
Fit For Purpose
Although keeping customers happy sounds easy, it’s seldom done and yet is the holy grail in achieving greater organizational agility and resilience.
So how do you keep customers happy and make them choose your products or services over the rest?
What is required is the ability to filter out the noise and focus on what is most important to the customer. Design implement and deliver products and services that are fit for the purposes of the customer. This also requires adapting your organisation to be able to consistently deliver on customer promises and expectations, not just being able to adapt to a change in the product requirements.
Our solution authored by David J Anderson and Alexei Zheglov is the ‘Fit-for-Purpose Framework’ which draws parallels with Darwin’s theory of evolution by natural selection. Why does one variant do better than another? Natural selection. Why does one product or service do better than another? Customer Selection.
The Fit-For-Purpose Framework helps businesses understand why customers are choosing them, or not. This tells them why they are being selected and helps them refine an understanding of the product features or service design elements that affect selection. Customer segmentation should be driven by customer purpose, so that variants of products and services are designed for customer segments to fulfil specific customer purposes rather than just using a demographics based approach to segmentation.
On the side of the customer, there is a constant natural selection at work, conscious or unconscious decisions are being made on how well , or in our terms, how “Fit” they are perceived to be for the customer’s intended purpose. With them choosing not necessarily on looks or price but on a whole myriad of other factors or criteria that businesses often not measuring. Possibly because they are using vanity metrics or other factors that have nothing to do with why the customer chose A over B.
One metric giving managers false hope is the Net Promoter Score NPS ® as it provides no real means to segment our customers by purpose and understand the fitness score within the segments unlike the Fitness Box Score that is obtained using Fit-for-Purpose Score cards for customer surveys. We teach you how to use these in our training.
NPS ®, on the other hand, provides only an aggregated score with no real understanding of the context or purpose of the customer in which to relate that to. Knowing if the total sum of customers is satisfied or not doesn’t tell us anything about the customer segmentation based on customer purpose. It simply isn’t enough by which a company can manage products and services.
This is why we created the ‘Fit for Purpose Framework.’ The framework & training developed by David J Anderson and Alexei Zheglov gives managers a refreshing new way of understanding customer behavior, identifying customer segments by purpose and using the correct metrics for clearer and more decisive decision making. Segmenting customers by purpose to understand the “fitness” within each customer segment for product improvements specific to each identified customer segments feedback. Customers all have different reasons for choosing products and services and use a different criteria for selection. By grouping these criteria it is then possible to manage products and services more effectively. Increasing customer satisfaction.
The Fit for Purpose Framework gives managers a method by which they can segment customers by the customers intent purpose and score the ‘Fitness for Purpose’ using a Fitness Box Score to strategically manage products and services.
Take our four day online training course with David J Anderson and Alexei Zheglov to gain significant new insights into how to optimize the effectiveness of your business, to produce fit-for-purpose products and services that delight your customers, making them loyal to your brand and increasing your share, revenues and margins.
By taking the training you also receive a copy of the Fit-for-Purpose book and you gain the Kanban University to be a Customer Experience Professional (CPX) credential.
Certifying as a CXP with Kanban University (Customer Experience Professional) you will know how to use the Fit-for-Purpose Framework to drive strategic marketing, segmenting a market by customer purpose. How to drive evolutionary improvement in products and services by aligning metrics to criteria customers use to select products and services and decide whether or not they are happy with them. CXPs know how to use the F4P Card customer experience survey method, and how to interpret Fitness Box Scores with actionable advice and guidance on marketing focus and product improvement
