| Worksheet W18 - Assessment of Customer Acceptance|
|Table of Contents|
|2. Putting into Practice|
|4. Software, templates and other support|
|5. Call on Resources|
|6. Literature, examples and background information|
|The objective of the tool is to draw out a customer assessment matrix that takes the main generic acceptance factors to perform a first ranking of ideas from a customer perspective.|
2.1 When and why should this tool be used?
This tool should be used at the Exploring Opportunities phase or at the PSS Idea Development phase to orient the design towards solutions that have the most chances of being acceptable from a customers point of view.
2.2 Who should use this tool?
The use of this tool should be coordinated by the PSS Champion, who should involve people from the marketing and sales department. The key element is to involve people with good knowledge of customers profiles and needs.
3.1 How should this tool be used?
Step 1 - Introduction to customer acceptance
The criteria to determine acceptance can be assigned to different dimensions of acceptance:
· Financial dimension: acceptance is a matter of perceived cost-benefit relation to the new offer;
· Functional dimension: new PSS have to provide at least the functional abilities offered by existing solutions, if not a broader spectrum of function;
· Attitudinal dimension: one can assume higher acceptance of new PSS ideas, if they match with customer attitudes;
· Practical dimension: acceptance on attitudinal level is a necessary, rather than sufficient pre-condition. If new sustainable solutions cannot easily be integrated in infrastructures and daily routines, they might not meet consumer acceptance.
Step 2 Identification of key criteria for customer acceptance
Consumption patterns and demand factors are different in business to business and business to consumer markets. The generic and non-exhaustive table (p.3) can be used to help identify the criteria of acceptance.
Step 3 Ranking of the identified criteria for customer acceptance
Using the generic criteria list, prepare a table that enables comparison between different ideas identified in step 2:
Once this is done, you can plot the results on a spider web to visualise the strengths and weaknesses of each solution:
The result of this tool is a table radar diagram that sums up the key criteria relative to customer acceptance
3.3 Input needed/ data required/ data acquisition process
· Knowledge of current customer base
· Capability to understand emerging needs of current and potential customers
One can use simple Excel sheets to calculate the weighted sums for each PSS idea. Special software is not required.
4.2 Templates and other support
List of the key criteria:
5.1 Personnel and time needed
The time and number of people needed depends on the context of the project and the complexity of the envisaged PSS ideas. The minimum amount of time needed is 2 to 3 hours.
6.1 Methodological References
Excerpt from: MEPSS Customer Acceptance Methodology (15 January 2004, Wilma Aarts/Gerd Scholl).