Developing Actionable Competitor Reviews

[mitsumi]

Developing Actionable Competitor Reviews
Published 10/2023
MP4 | Video: h264, 1920x1080 | Audio: AAC, 44.1 KHz
Language: English | Size: 1.04 GB | Duration: 1h 30m

Use competitor research to differentiate your customer experience

What you'll learn
Know how to create your Customer Journey Framework
Be able to conduct a heuristic review
Apply prioritisations lenses
Persuade leadership on the best strategy to pursue
Requirements
No prior experience required. You will learn the entire method in this course
Description
Most organisations routinely review their direct competitors, capture what they're up to in a slide deck and don't actually do anything with it.To get value from conducting a competitor review, you need to break down the entire customer journey, know who you should really be trying to outperform and then focus on the things that are unique to you.Get practical by analysing your competitors to find features with low maturity through scoring. Know how to apply customer and brands lenses through a proven methodology. Stop being too scared to launch services that aren't tried and tested. Demonstrate to leadership why these opportunities will provide growth.Creating your Customer Journey FrameworkStop pretending you have a customer journey. You don't. No one does. Know how to create your category specific framework to enable you to conduct maturity assessments, create a common language for your whole organisation, and to take control of your customer experience.Conducting a heuristic reviewChange hearts and minds in your organisation by collaborating with colleagues to identify competitors and comparators. Know how to conduct detailed scoring and capture current experiences.Applying unique lensesThere will be many opportunities - but most won't be a fit for your organisation, nor can you support so many initiatives. Learn how to apply your customer goals and brand values to isolate features that are needed and unique to your organisation.Persuade leadershipPackage evidence to convince your peers and leadership why these are the correct strategies to drive growth and to develop the first-mover advantage, always keeping you ahead and leaving your competitors to play perpetual catch-up.
Overview
Section 1: Creating your customer journey framework
Lecture 1 Introduction and welcome
Lecture 2 What is a Customer Journey Framework?
Lecture 3 How to develop your review dimensions
Lecture 4 The need to share with your colleagues
Section 2: Selecting competitors and comparators
Lecture 5 Creating a long list of competitors and comparators
Lecture 6 Shortlisting with your colleagues
Section 3: Conducting your heuristic review
Lecture 7 How to setup your scoring table
Lecture 8 Establish maturity benchmarks
Lecture 9 Creating an assessment plan
Lecture 10 How to capture all evidence
Section 4: Identifying your battlefields
Lecture 11 Processing your raw scores
Lecture 12 Plotting the insight into an easy to consume chart
Lecture 13 Modelling your opportunities
Section 5: Convincing leadership to take action
Lecture 14 Creating a prioritised plan based on a combination of value and feasibility
Lecture 15 Understand how challenging candidates can lead to powerful differentiation
Lecture 16 How to use prototyping where there is no competitor reference to convince leader
Product managers wanting to know where to focus to build customer engagement through evidence,Marketing leaders needing to drive growth and stop getting behind and empower your team to be evidence-based with a methodology,Experience practitioners wanting to know how to propose new services that are actually implemented and not just captured in a deck

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