Using person-centred innovation to succeed

We help organisations who aim to become more person-centred, focused on individual needs and well-being, differentiated in the market, and the organisation of choice for your preferred client. It is our job to help you design a way to achieve a remarkable experience for your customers, whilst creating a successful, well funded organisation.

In our first team interactions, we help you use a series of tools like the Kano Customer Innovation Framework to help unpack opportunities for growth. The framework has three axis:

Unspoken desires: These attributes provide satisfaction when achieved fully, but do not cause dissatisfaction when not fulfilled. Since these types of attributes of quality unexpectedly delight customers, they are often unspoken.

Spoken wants: These attributes result in satisfaction when fulfilled and dissatisfaction when not fulfilled. These are attributes that are spoken and the ones in which companies compete.

Must-be needs: Simply stated, these are the requirements that the customers expect and are taken for granted. When done well, customers are just neutral, but when done poorly, customers are very dissatisfied.

We assess 9 areas to innovate or change about your customer experience.

Surprising: These are things that your clients can’t tell you that they want (because they don’t know to ask for them), but if they had them, it would be unexpectedly wonderful.

Interesting: These are things that might look good for marketing, but might not really be what your client wants.

Premium: Things that cost more and a client segment is willing to pay for.

Value: A mid-level service that feels right for the price.

Budget: A basic, affordable level of service.

Complaints: Things that people say they don’t want.

Over serviced: Things we think are important, but the client doesn’t necessarily value them.

About right: An unremarkable level of service.  

Rejections: Things the client does not want and may turn them away.

The first step: Maturity Diagnostic Workshops

CapFeather’s Maturity Diagnostic Workshops help you understand your overall customer maturity, potential gaps, and opportunities for your organisation. Knowing where you are now is the first step in delivering what your clients need.

At CapFeather, we understand the decision to retain us as your strategy consultant is not something your team does every day. We have learned over decades of experience the single most important factor is learning how to collaborate. To eliminate the risk in this process we work with you at our cost to confirm we can succeed together. We facilitate four workshops covering the key search domains for your best next move.

Each workshop would require participants to take 15mins – 30mins to prepare and then get interactive for 90mins – 120 mins over 4 sessions.

Context Workshop

1.Explore in detail the range of products and services you currently offer.

2.List the current macro environmental trends the management team is aware of.

3.Run an opportunity | threat assessment for each trend against the organisational offerings.

4.CapFeather would analyse the results to assess your context maturity level.

5.You would gain prioritised critical external opportunities and threats.

Customer Workshop

1.Identify the different quality elements for the most important services.

2.Classify these into different types to identify expected | preferred | surprised customer value drivers.

3.Apply acumen-based discretion to evaluate service offering versus customer value drivers.

4.CapFeather would analyse the results to assess your customer maturity level.

5.You would gain specified key quality product and service gaps for competitive advantage.

Competitor Workshop

1.Identify the major market rivals for the most important services.

2.Assess their offerings against the expected | preferred | surprised customer value drivers.

3.Create a market map using two dimensions of customer value drivers and plot rivals to identify white spaces.

4.CapFeather would analyse the results to assess your competitor maturity level.

5.You would gain new market positioning options.

Capability Workshop

1.Identify the range of Physical | Reputation | Organisation | Financial | Individual | Technological resources in your organisation.

2.Analyse these for leverage, imitability, value, exclusivity to identify sustainable competitive advantages.

3.Estimate spare capacity available for growth in both tangible and intangible resources.

4.CapFeather would analyse the results to assess your capability maturity level.

5.You would gain sizing of spare capability and strategic capability gaps.

Next steps

If after the Maturity Diagnostic Workshops you want to deeply understand more about your customers and communicate change activities inside the organisation, CapFeather can:

• Conduct further research with clients

• Map the client journey

• Design the target state experience

• Run an innovation and change process to create the ideal result for the organisation

Alternatively, if you have a goal to move quickly to be a market leader or get a new revenue opportunity, CapFeather can help you:

Use the Lean CX Methodology to find and market test a new opportunity

Phase 1: Prepare and align the teams

Phase 2: Find an adjacent market position for the organisation

Phase 3: Design a minimum viable initiative to market test

Phase 4: Scale and refine the initiative with real market feedback 

Read more about the Lean CX Methodology for aged care.

Lean CX: How to Differentiate at Low Cost and Least Risk will be released in April 2021.

Find out more about the Maturity Diagnostic Workshops.

Get in touch with:

Peter Sydes, Director, Human Services

peter.sydes@capfeather.global

Why CapFeather?

We are innovation experts who apply a human lens to organisational and societal challenges. We value people and base our work inside a philosophy of kindness, whilst being driven by commercial success. We help mature firms find new and sustainable opportunities for customer growth by looking beyond the immediate horizon.

Ambidexterity is needed for exponential growth. While your team excels at business right now, we help you design the path for its future success.

Over 20 years of senior advisory, our people have worked on more than 200 projects to deliver bottom line growth and new revenue through product and service innovation - achieved though compelling customer
relationships. CapFeather has presence in Australia, the United Kingdom and North America.