Knowing the Customer Well: Canoe Model

Knowing the Customer Well: Canoe Model

What you’ll learn
  • Product development
  • Product Marketing
  • Business Development
  • There are no prerequisites.

The features of the products and services offered by the companies do not always have the same effect for the customer, some services or products create much more customer loyalty than others. Some features may not be noticed by the customer at all.

I would like you to position yourself as a company developing a new product. For example, a white goods company…

When creating a new product, that product can have many features. Let’s say we are a refrigerator manufacturer. The refrigerator can produce ice cream for us, provide cold / hot water, talk to other household items, send messages to the market, and warn us about degrading products. But which one is really the customer’s expectation?

Firms usually try to perform similar actions by going around them without any patent infringement, saying that if the firm x has a knowledge, starting from benchmark data. At the end of the day, it is either over-engineering or many features that do not exactly address the customer’s needs are added to the product. This situation directly affects the price of the product and its status in the market.

To prevent such situations, the Canoe Model appears in a life-saving way. With this model, we can get to know the customer even better and find the opportunity to intervene the product even at the prototype stage. Thus, we can use the resources more efficiently and at the end of the day, we can create a product that matches the expectations of the customer.

Who this course is for:
  • engineers
  • Marketing Professionals
  • Product Developers

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