Developing actionable competitor reviews

Name: Developing actionable competitor reviews
Rating: 4.8 (3 reviews)

Use competitor research to differentiate your customer experience

Created byJonathan Lovatt-Young

Last updated 10/2023

English

English [Auto],

What you'll learn

Know how to create your Customer Journey Framework
Be able to conduct a heuristic review
Apply prioritisations lenses
Persuade leadership on the best strategy to pursue

Course content

5 sections • 16 lectures • 1h 29m total length

Introduction and welcome2:00
Develop actionable competitor reviews and equip yourself with a robust methodology to differentiate and drive growth by executing five modules—from customer journey framework to convincing leadership and taking action.
What is a Customer Journey Framework?7:17
Develop a single, organization-wide customer journey framework to enable apples-to-apples comparisons, align teams, and reveal differentiators, using tiered stages and standardized evidence.
How to develop your review dimensions7:34
Develop a focused, scalable review of feature dimensions for multi-category businesses by analyzing customer services feedback and dissatisfaction clusters in the customer journey.
The need to share with your colleagues5:45
Share workloads and build a transparent raci across tier one stages to secure stakeholder buy-in and actionable competitor reviews, using cloud tools for collaboration and clear feedback loops.
Module 1 test for knowledge

Creating a long list of competitors and comparators4:43
Refine a long list of competitors and comparators through a democratic process, then narrow to a short list using five core steps and customer insights from outside your category.
Shortlisting with your colleagues5:02
Apply a transparent, multi-lens evaluation to shortlist competitors with colleagues, using a swot-based scoring and Dragon's Den style pitches to align with strategy and brand values.
Module 2 test for knowledge

How to setup your scoring table5:27
Learn how to set up a scoring table, define maturity benchmarks, and capture evidence with structured review dimensions grouped into nine-item clusters for clear leadership insights.
Establish maturity benchmarks2:47
Establish maturity benchmarks with a simple crib sheet, a 0-to-3 scoring guide, and a limited set of dimensions to ensure consistent, team-wide reviews and normalization.
Creating an assessment plan4:10
Create a disciplined competitive review plan by blocking two-hour sessions, limiting each dimension to ten minutes, and incorporating stakeholder playbacks to schedule quarterly updates and manage scope.
How to capture all evidence8:29
Capture all findings by tailoring evidence collection to your customers' devices and environments using analytics, emulators, and VPNs. Organize the results into a playbook with annotations to surface quick wins.
Module 3 test for knowledge

Processing your raw scores3:28
Process your raw scores, choose a heat map or Harvey Balls display, and present a concise executive summary of differentiating opportunities for leadership.
Plotting the insight into an easy to consume chart3:28
Plot insights into an easy to consume chart by visualizing category averages, comparisons, and gaps, using bar charts with a line overlay and an executive summary in percentages for competitors.
Modelling your opportunities7:06
Identify and assess opportunities by testing customer needs and goals, brand alignment, category saturation, and commercial value, then map them with radar charts to reveal true battlefield differentiators.
Module 4 test for knowledge

Creating a prioritised plan based on a combination of value and feasibility8:40
Create a prioritized plan that blends value and feasibility, using an OTEC framework, stakeholder scoring, and a two-by-two chart to align opportunities with strategy and delivery.
Understand how challenging candidates can lead to powerful differentiation6:37
Explore how challenging opportunities fuel differentiation by evaluating a two-by-two grid and prioritizing high value-low feasibility with mitigations, then build a de-risked business case with a measurement plan.
How to use prototyping where there is no competitor reference to convince leader7:23
Use a mobile-first prototype with a few screens to demonstrate the future, gathering customer soundbites and guerrilla research to persuade leadership when no competitors exist.
Module 5 test for knowledge

Requirements

No prior experience required. You will learn the entire method in this 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.

Who this course is for:

Product managers wanting to know where to focus to build customer engagement through evidence
Marketing leaders needing to drive growth and stop getting behind and empower your team to be evidence-based with a methodology
Experience practitioners wanting to know how to propose new services that are actually implemented and not just captured in a deck

Developing actionable competitor reviews

What you'll learn

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Course content

Creating your customer journey framework4 lectures • 23min

Selecting competitors and comparators2 lectures • 10min

Conducting your heuristic review4 lectures • 21min

Identifying your battlefields3 lectures • 14min

Convincing leadership to take action3 lectures • 23min

Requirements

Description

Who this course is for: