Certification Processes CNV
Customer Needs & Value Certification (CNV)
To become a certified CNV professional, please use the contact form to submit your request. You can specify the type of product you wish to work on, such as medical devices, machinery, electrical equipment, etc. By email, you will receive your assigned product, service, or system to analyze, along with information on the application cost. You can then decide whether to proceed or withdraw. No fees are involved in this step.
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Follow all the steps below using only open-source materials. No proprietary information shall be used. Compile all results into a report, ensuring that no proprietary information is included. Submit the report for review and potential approval. Please note that we will not review your report until the fee has been paid.
Ensure each section of your analysis is clear, concise, and well-documented. You need to demonstrate the knowledge and skills expected of all "Certified CNV Professionals".
WoW Products (Chapter 1)
It is essential to understand what a WoW product is and the benefits it provides for an organization. A WoW product can be recognized by specific criteria that are important to identify.
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1.1 List three products that you think are good examples of WoW products. Explain why they are good examples, using specific criteria such as innovation, customer satisfaction, business success, or some other criteria.
1.2 The chapter mentions nine common mistakes organizations make. Give examples from your own experience of one or several of these mistakes, or add a different mistake that you think could be added to the list. Use specific examples to support your answer.
1.3 Investigate the market for your assigned product. Is there any manufacturer's product on the market today that can be regarded as a WoW product? Motivate your understanding.
1.4 Of all the different competing products on the market for your assigned product, you should select one manufacturer's product to work on. Motivate why you chose that product. This product will be referred to as the "defined product" in the following steps.
Unlocking Customer Value (Chapter 2)
Customer Value is often just a cliché, but it needs to be transformed into a practical tool to drive product development and innovation. It is essential to understand the steps involved in this transformation.
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2.1 Give one example of a product that has gone through all the phases of the S-curve and has also at one time gone through a radical shift to a new S-curve. Explain the reasons behind this shift and the impact it had on the product and the organization involved. Use specific examples and data to support your answer. In the slide presentation, the mobile phone is used. Do something similar but for a different product.
2.2 Position your defined product on the S-curve and explain why it is at that stage. Are there different competing products at other positions on the S-curve? Explain and motivate your answer.
2.3 In which of the six dimensions for increasing value (Problems, Results, Feelings, Time, Money, Effort) has your defined product excelled? In which of the six dimensions do you think the potential is the greatest to build more value? Motivate your answer.
Five domains of information (Chapter 3)
Specific information could be handled, for example, in a PDM system. However, value-critical information should be handled using the five domains of information. You need to be fluent in analyzing information and placing it in the right domain. To be fluent in analyzing information and placing it in the right domain means being able to quickly and accurately identify the type of information and determine which domain it belongs in.
3.1 On slide 3:23 different types of information for a mobile phone are listed. Place each information piece (sound bite) in the right information domain. For example, Gorilla Glass Screen is a technical solution in the solution domain.
3.2 Do the same for your defined product. Give examples of two possible pieces of information or sound bites in each of the five domains.
3.3 Do the Why/How logic for one customer need listed in 3.2.
Define the Customer (Chapter 4)
Segmenting the market is a critical step in creating WoW products. By dividing the market into smart segments, your chances are higher that you can develop a product that delivers unrivaled customer value.
4.1 Segment the market for your defined product into eight distinct segments using non-traditional variables such as psychographics, behavioral patterns, purchasing power, technology adoption levels, customer needs, or resource concerns. Motivate the variables chosen and ensure comprehensive segmentation by considering diverse aspects of the customer base. Motivate your selection.
4.2 Develop a professional persona for one of your segments in 4.1 using our WoW template, incorporating details such as occupation, goals, challenges, preferences, and the competitive landscape.
Capture Customer Needs (Chapter 5)
Understanding customer needs and resource concerns is essential to creating a product or service that WOWs the customers. You need to demonstrate that you know the basic principles for running a formal Voice of the Customer study.
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5.1 Formulate 25 Needs that customers might have for your defined product. Use our syntax, focusing on specific customer requirements and expectations. Make sure each need is correctly formulated and that no functions, solutions, or process requirements are included.
5.2 Use an affinity diagram to group all your needs from 5.1 into categories, creating a visual representation of the hierarchy. Explain the reasoning behind your grouping and the insights gained from this exercise.
5.3 Design three examples of Value Cards in PowerPoint for the needs listed in 5.1. Value cards that could be used in a formal Voice of the Customer process. Motivate the layout and design chosen, and explain how these Value Cards can be used to drive product development and innovation.
5.4 Compile a sheet with at least fifteen customer profiling data points, such as age, gender, income, education, lifestyle, interests, purchasing behavior, preferred communication channels, brand loyalty, feedback history, or other information. Demonstrate how the profiling data can be used to separate customers between the eight segments listed in 4.1.
Determine the Functions (Chapter 6)
Clarifying functions that affect customer value is crucial in understanding how any product or service creates and destroys value. It is the foundation for benchmarking, specification, or value-based selling.
6.1 Formulate 10 functions your defined product performs that impact customer value. Express them clearly in the appropriate syntax (Verb-noun-verb-(clarifier)). It should include examples of Main, Additional, Unwanted, and Support functions. Motivate why a function belongs to that category.
6.2 Develop a Value chart for your defined product with at least five metrics for one main, one additional, and one unwanted function from 6.1. Give examples of current and possible target values.
Write the Report
Compile all results into a report, ensuring no proprietary information is included. Submit the report for review and potential approval. Make sure each section of your analysis is clear, concise, and well-documented to demonstrate your competence.
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Final Interview
The final step is an interview conducted over Zoom or Teams, during which we will discuss your report in detail. You will have the opportunity to explain how you performed the steps above. This is also an opportunity for you to ask questions regarding any unclear parts of the WoW concept.