Step-by-step plan for Kano analysis for USPs
Posted: Sun Dec 22, 2024 5:21 am
Heads
USP head shoes
Custom-made shoes from Dutch manufacturing. Real craftsmanship. “Shoes are now only made as a personal pair. This personal pair concept requires perfect organization to be able to make the shoes for our price. From measuring shoes to handing over a KOPS personal pair, many steps precede it, and everything is made in-house in Schaijk to keep the lines as short as possible.”
Use the Kano analysis to critically look at customer satisfaction, the products or services you offer and link your USPs to this. This gives you a good basis to enter the competitive battle. Of course, you still have to make your USPs come true.
Want to get started with this, but don't quite know how? Here's a step-by-step plan.
1. What is your focus?
Make sure you are clear about what you do. philippines mobile number list What is your focus? Use this as a starting point for making the analysis. If you have not yet started your business, make sure you are clear about what you want to offer.
2. Who are your competitors?
Look critically per important subject (there can be several) who your competitors are in this. It is possible that one product or service has different competitors than another.
3. Your competitors' USPs
Map out the USPs of these competitors.
4. Analyze the USPs
See which USPs are common to multiple competitors. Note these as 'must-be's'. See which of your competitors' USPs you can do better. These are your 'more is better's'. Also investigate which USPs you cannot meet. It is good to map these out and keep track of them! Know where your strengths and weaknesses lie.
5. Brainstorm your USPs
Then look at what you offer. Brainstorm all your possible USPs. Make a Kano model and stick the USPs on the right line with post-its. This way you can still move, replace or improve them.
Please note: you can of course also be distinctive in your product (properties), do not forget to include this. You can also use this perfectly as a USP. For example, certain features of your tool or colours and materials in which you can deliver a product.
6. What are the Unique Buying Reasons?
To determine your own USPs, also use the voice of the customer . Go to your support department, dig through your inbox, read your customers' responses and make sure you get in touch with them. Find out what makes your company unique in the eyes of the customer (these are also the Unique Buying Reasons).
7. Communication
Then consider how you are going to communicate each USP. Is price one of your USPs? Then this must be clearly presented. For example, the shopping list comparison that you sometimes see at supermarkets to show that you pay less at that supermarket than at the competition. Is good service a USP for you? Then the customer must also have many contact options that are reflected on the website, such as a chat and WhatsApp and Facebook Messenger. Of course, you can hire a professional for this.
8. Keep innovating
'More is better's' usually become must be's because your competitors will also comply with this or because it becomes so common in the market that if you do not have them the customer is dissatisfied. For example, look at the 'ordered before x hour, delivered tomorrow' which is becoming an increasingly later time at more and more shops. Therefore, keep an eye on your competitors, otherwise you cannot respond to this.
TIP: just schedule this in your calendar right away, so you don't forget. Of course, it depends a bit on the agility of your industry how often you need to do this.
9. Dare to say goodbye to USPs
Once 'chosen' does not have to mean that you are stuck with it forever. You can safely say goodbye to USPs that are no longer unique. And you can develop new USPs. Just like you keep improving your product or service.
An example to illustrate
Below I give a fictitious example of a webshop in smartwatches, which has listed a number of USPs through the Kano analysis.
Must be's
Ordered today, delivered tomorrow.
Everything must be present and delivered complete.
It must not be damaged.
More is better
Selection aid on the website for selecting the right smartwatch. The better it functions, the more confident one is in his or her choice.
Features vs. Price. The more extensive the features, the more attractive the smartwatch.
Free add-ons, such as 5 free displays from the store.
Delighters
A feature that a competitor does not have, such as designing your own smartwatch strap.
Access to an analysis tool to analyze your statistics and adjust your training accordingly.
Collaboration with a well-known brand, which means you get a 10% discount when you show your watch.
Which USP will you immediately abolish?
I hope that this article has given you new inspiration to position yourself, your brand or your company even stronger. And that you will actually display your unique properties, features and advantages over the competition on your website.
USP head shoes
Custom-made shoes from Dutch manufacturing. Real craftsmanship. “Shoes are now only made as a personal pair. This personal pair concept requires perfect organization to be able to make the shoes for our price. From measuring shoes to handing over a KOPS personal pair, many steps precede it, and everything is made in-house in Schaijk to keep the lines as short as possible.”
Use the Kano analysis to critically look at customer satisfaction, the products or services you offer and link your USPs to this. This gives you a good basis to enter the competitive battle. Of course, you still have to make your USPs come true.
Want to get started with this, but don't quite know how? Here's a step-by-step plan.
1. What is your focus?
Make sure you are clear about what you do. philippines mobile number list What is your focus? Use this as a starting point for making the analysis. If you have not yet started your business, make sure you are clear about what you want to offer.
2. Who are your competitors?
Look critically per important subject (there can be several) who your competitors are in this. It is possible that one product or service has different competitors than another.
3. Your competitors' USPs
Map out the USPs of these competitors.
4. Analyze the USPs
See which USPs are common to multiple competitors. Note these as 'must-be's'. See which of your competitors' USPs you can do better. These are your 'more is better's'. Also investigate which USPs you cannot meet. It is good to map these out and keep track of them! Know where your strengths and weaknesses lie.
5. Brainstorm your USPs
Then look at what you offer. Brainstorm all your possible USPs. Make a Kano model and stick the USPs on the right line with post-its. This way you can still move, replace or improve them.
Please note: you can of course also be distinctive in your product (properties), do not forget to include this. You can also use this perfectly as a USP. For example, certain features of your tool or colours and materials in which you can deliver a product.
6. What are the Unique Buying Reasons?
To determine your own USPs, also use the voice of the customer . Go to your support department, dig through your inbox, read your customers' responses and make sure you get in touch with them. Find out what makes your company unique in the eyes of the customer (these are also the Unique Buying Reasons).
7. Communication
Then consider how you are going to communicate each USP. Is price one of your USPs? Then this must be clearly presented. For example, the shopping list comparison that you sometimes see at supermarkets to show that you pay less at that supermarket than at the competition. Is good service a USP for you? Then the customer must also have many contact options that are reflected on the website, such as a chat and WhatsApp and Facebook Messenger. Of course, you can hire a professional for this.
8. Keep innovating
'More is better's' usually become must be's because your competitors will also comply with this or because it becomes so common in the market that if you do not have them the customer is dissatisfied. For example, look at the 'ordered before x hour, delivered tomorrow' which is becoming an increasingly later time at more and more shops. Therefore, keep an eye on your competitors, otherwise you cannot respond to this.
TIP: just schedule this in your calendar right away, so you don't forget. Of course, it depends a bit on the agility of your industry how often you need to do this.
9. Dare to say goodbye to USPs
Once 'chosen' does not have to mean that you are stuck with it forever. You can safely say goodbye to USPs that are no longer unique. And you can develop new USPs. Just like you keep improving your product or service.
An example to illustrate
Below I give a fictitious example of a webshop in smartwatches, which has listed a number of USPs through the Kano analysis.
Must be's
Ordered today, delivered tomorrow.
Everything must be present and delivered complete.
It must not be damaged.
More is better
Selection aid on the website for selecting the right smartwatch. The better it functions, the more confident one is in his or her choice.
Features vs. Price. The more extensive the features, the more attractive the smartwatch.
Free add-ons, such as 5 free displays from the store.
Delighters
A feature that a competitor does not have, such as designing your own smartwatch strap.
Access to an analysis tool to analyze your statistics and adjust your training accordingly.
Collaboration with a well-known brand, which means you get a 10% discount when you show your watch.
Which USP will you immediately abolish?
I hope that this article has given you new inspiration to position yourself, your brand or your company even stronger. And that you will actually display your unique properties, features and advantages over the competition on your website.