Supporting a customer-centric approach to product and proposition development
Challenge: KAE’s client, a major international travel technology player, needed customer insights to inform product and proposition development of new solutions, and adapt existing technology to new use cases
Client goal: to gain valuable customer feedback to help prioritise features, functionality and proposition as it moved through the product development lifecycle
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Global:
Europe, North America, APAC
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Senior decision-makers and users at various sized organisations that would prospectively buy/use the solutions being developed
(Small, Medium and Enterprise)
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In-depth semi structured interviews with executives at prospective customer organisations to surface wants, needs, job-to-be-done, pain points to be solved for, switching criteria, etc. across different audiences and segments
Value proposition statements testing
Product features and preferred pricing structure proposition testing
Delivery findings and recommendations containing:
An executive summary to include:
Strategic insights that clearly prioritised which wants, needs, pain points and switching factors need to be addressed in product and value proposition development, across different segments, for the highest impact
Around 30 evidence-led recommendations for the teams to consider as they implemented the findings and worked through the product lifecycle
An appendix detailing additional important context such as respondents’ perception of their current solution providers, workflows and decision-making structures / personas
Impact for the client:
In addition to supporting customer-centric product and proposition development, our insights provided the client with a validation that the product concepts could clearly meet a need in the market. This helped them to acquire the necessary internal approvals for investment and move the solutions through the development and GTM lifecycle