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Developing actionable competitor reviews

person icon Jonathan Lovatt-Young

4.2

Developing actionable competitor reviews

Use competitor research to differentiate your customer experience

updated on icon Updated on May, 2024

language icon Language - English

person icon Jonathan Lovatt-Young

category icon Customer Experience Management

Lectures -21

Quizzes -5

Duration -1 hours

4.2

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Course Description

Most organisations routinely review their direct competitors, capture what they're up to in a slide deck and don't actually do anything with it.

To get value from conducting a competitor review, you need to break down the entire customer journey, know who you should really be trying to outperform and then focus on the things that are unique to you.

Get practical by analysing your competitors to find features with low maturity through scoring. Know how to apply customer and brands lenses through a proven methodology. Stop being too scared to launch services that aren't tried and tested. Demonstrate to leadership why these opportunities will provide growth.


Creating your Customer Journey Framework

Stop pretending you have a customer journey. You don't. No one does. Know how to create your category specific framework to enable you to conduct maturity assessments, create a common language for your whole organisation, and to take control of your customer experience.


Conducting a heuristic review

Change hearts and minds in your organisation by collaborating with colleagues to identify competitors and comparators. Know how to conduct detailed scoring and capture current experiences.


Applying unique lenses

There will be many opportunities - but most won't be a fit for your organisation, nor can you support so many initiatives. Learn how to apply your customer goals and brand values to isolate features that are needed and unique to your organisation.


Persuade leadership

Package evidence to convince your peers and leadership why these are the correct strategies to drive growth and to develop the first-mover advantage, always keeping you ahead and leaving your competitors to play perpetual catch-up.


Goals

What will you learn in this course:

Recognise what is a Customer Journey Framework

Recognise how to develop your review dimensions

Recognise the need to share with your colleagues

Recognise the need to create a long list of competitors and comparators

Recognise the need for shortlisting with your colleagues

Recognise the need to setup your scoring table

Recognise the need to establish maturity benchmarks

Recognise the need for an assessment plan

Recognise the need to capture all evidence

Recognise the the need to process your raw scores

Recognise how to plot the insight into an easy to consume chart

Recognise that everything is not an opportunity

Recognise that prioritisation is a combination of value and feasibility

Recognise that high value, low feasibility candidates can be powerful differentiation briefs

Recognise that prototypes can be required where there is no competitor reference

Prerequisites

What are the prerequisites for this course?

This course is for a range of professionals at different stages of their careers. All the content is contained within


Product managers

  • You want to know where to focus to build customer engagement through evidence


Marketing leaders

  • You need to drive growth and stop getting behind and empower your team to be evidence-based with a methodology


Experience practitioners 

  • You want to know how to propose new services that are actually implemented and not just captured in a deck


Developing actionable competitor reviews

Curriculum

Check out the detailed breakdown of what’s inside the course

Creating your customer journey framework
5 Lectures
  • play icon Introduction and welcome 02:00 02:00
  • play icon What is a Customer Journey Framework? 07:17 07:17
  • play icon How to develop your review dimensions 07:34 07:34
  • play icon The need to share with your colleagues 05:45 05:45
  • play icon Module 1 test for knowledge
Selecting competitors and comparators
3 Lectures
Tutorialspoint
Conducting your heuristic review
5 Lectures
Tutorialspoint
Identifying your battlefields
4 Lectures
Tutorialspoint
Convincing leadership to take action
4 Lectures
Tutorialspoint

Instructor Details

Jonathan Lovatt-Young

Jonathan Lovatt-Young


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