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Needs that have not been previously identiﬁed, either by market researchers or customers themselves. ● Excitement needs, which are seldom expressed directly by customers. Such needs provide opportunities for companies to develop products and services with features that are highly differentiated. indd 8 ● ● ● ● Can be basic or performance features. Easily identiﬁed by analyzing competitors’ products and services. Known needs are often used as the basis for customer satisfaction surveys, where companies ask their customers how satisﬁed they are with existing products and service features.
Using the technique enabled interviewees (IT Directors and Managers) to identify a wide range of service quality criteria (far wider than those covered by the customer satisfaction surveys). The results showed that customers’ perceptions of service quality were not solely based on technical measures (such as coverage or network performance). Equant were able to identify ten new criteria on which their performance was being judged. For example, customers emphasized intangible elements of service quality, such as the responsiveness and flexibility of account management teams, and the quality and competence of the support staff they came into contact with.
Typically, brainstorming is used by companies to generate ideas for new products. In contrast, HNA focuses on solving customers’ problems that have been identified in probing market research. To support this process, techniques such as attribute association (where each attribute of an existing product or service is considered and ideas for modifications generated focused on solving the customer’s problems) may be used. The resulting attributes of the new product or service can be tested with potential customers through experimentation (for example, rapid prototyping).