Having many good ideas is not enough to create an innovation. The ideas must also meet the customer need. In order not to miss the customer’s benefit and desire and ultimately land a flop, one uses methods and tools that focus precisely on these; for example, this customer benefit matrix.
The product or service is viewed and optimized through the customer’s lens. To use the same, the customer goes through a process. This consists, for example, of the individual modules information, service, use and payment. The corresponding actions are put under the microscope. The goal is to better support the customer in exercising these action steps and thus create valuable added value.
