EVALUATE RESULTS
Learn
Once we implement an idea, we need to evaluate the results of the implemented idea. The common way to evaluate results is by monitoring the impact. Any implementation of a system needs to be judged by bottom-line improvement. It is usual business practice to calculate ROI of a particular idea.
Unlearn
ROI is a common measure to evaluate results. However there is more than measuring ROI.
Relearn
Another method to evaluate the results besides ROI is called Outcome Based Methodology.
OUTCOME-BASED METHODOLOGY
Ulwick (2002) suggested that we should stop asking customers what they want. Instead we should start asking what they want our products to do for them. His new methodology for capturing customer input promises to galvanize the innovation process. An example on how this method could be applied is as follows.
Step 1: Plan outcome-based customer interviews
Deconstruct the process associated with e-detailing.
Select diverse physicians that directly use e-detailing.
Step 2: Capture desired outcomes
Translate interviewees’ solution statements into outcomes by asking why physicians want the stated solutions.
Have physician discuss each step in using e-detailing, difficulties encountered and ideal scenarios.
Step 3: Organize the outcomes
Group desired outcomes under each process step.
Step 4: Rate outcomes’ importance and satisfaction
Validate interview results by quantitative survey where respondents rate each outcomes importance and satisfaction level 1 to 10.
Plug rating into this formula: Importance + (Importance-Satisfaction) = Opportunity. High opportunity values are optimal innovation possibilities as it indicates an important desired outcome by customer that is not yet satisfied.
Step 5: Use the outcome to jump-start innovation
Using the ratings, identify an area in the e-detailing system that could have further develop or improved to satisfy customer needs and requirements.
Learn
Once we implement an idea, we need to evaluate the results of the implemented idea. The common way to evaluate results is by monitoring the impact. Any implementation of a system needs to be judged by bottom-line improvement. It is usual business practice to calculate ROI of a particular idea.
Unlearn
ROI is a common measure to evaluate results. However there is more than measuring ROI.
Relearn
Another method to evaluate the results besides ROI is called Outcome Based Methodology.
OUTCOME-BASED METHODOLOGY
Ulwick (2002) suggested that we should stop asking customers what they want. Instead we should start asking what they want our products to do for them. His new methodology for capturing customer input promises to galvanize the innovation process. An example on how this method could be applied is as follows.
Step 1: Plan outcome-based customer interviews
Deconstruct the process associated with e-detailing.
Select diverse physicians that directly use e-detailing.
Step 2: Capture desired outcomes
Translate interviewees’ solution statements into outcomes by asking why physicians want the stated solutions.
Have physician discuss each step in using e-detailing, difficulties encountered and ideal scenarios.
Step 3: Organize the outcomes
Group desired outcomes under each process step.
Step 4: Rate outcomes’ importance and satisfaction
Validate interview results by quantitative survey where respondents rate each outcomes importance and satisfaction level 1 to 10.
Plug rating into this formula: Importance + (Importance-Satisfaction) = Opportunity. High opportunity values are optimal innovation possibilities as it indicates an important desired outcome by customer that is not yet satisfied.
Step 5: Use the outcome to jump-start innovation
Using the ratings, identify an area in the e-detailing system that could have further develop or improved to satisfy customer needs and requirements.
1 comment:
Very good learning reflections.
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