The customer objectives view

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1 supplier 1 supplier 2 supplier 3 supplier 4 supplier 5 Reduce Accident rates Enforce law Improve Emergency Response Reduce delay due to accident Improve average speed Improve total network throughput Optimise road surface Speed up target groups Anticipate on future traffic condition Ensure Traceability Ensure proper alarm handling Ensure system health and fault indication competitors or complementors? Reduce emissions set top box Early hazard detection with warning and signalling Maintain safe road condition Classify and track dangerous goods vehicles Detect and warn non compliant vehicles Enforce speed compliance Enforce red light compliance Enforce weight compliance Waterreus Heijn Gore Gandhi Sharon Hoessein van Bommel Reinders Smith Rooyakkersvan Oranje Bakker der Kinderen Obbink Pietersen Nistelrooij v.d. Hamer Bush Charite Meulengraaf Blair Clinton Jones v.d. Meulen Schijvens Koch Peper Prodi Pinochet Leonardo Kleisterlee Chirac Kok Cruijf v.d. Spijker El Khatabi Peters de Gruijter de Vries Jansen Schweitzer d'oliviera Muller Goedkoop Schroder by Gerrit Muller Buskerud University College Abstract The purpose of the customer objectives view is described. A number of methods or models is given to use in this view: customer key drivers to understand the essentials, value chains and business models to understand the position of the customer and a supplier map to understand the supply side of the customer. Customer objectives Application Functional Conceptual Realisation Distribution This article or presentation is written as part of the Gaudí project. The Gaudí project philosophy is to improve by obtaining frequent feedback. Frequent feedback is pursued by an open creation process. This document is published as intermediate or nearly mature version to get feedback. Further distribution is allowed as long as the document remains complete and unchanged. status: preliminary draft key drivers Key drivers Safety Effective Flow Smooth Operation Environment Derived application drivers supplier map value chain and business models Fry's It'sRetailers Dixon Consumers Boonstra Neeskens van Hanegem Canal+ AOL Providers UPC AT&T Philips CE-TV Nokia Philips CE-DN System Integrators Loewe Philips CE-PCC Philips Components Intel ST LG Microsoft Component and TI Micron Platform Suppliers Philips Semiconductors Liberate Samsung

2 Customer objectives overview Customer objectives Application Functional Conceptual Realisation key drivers Key drivers Safety Effective Flow Smooth Operation Environment Derived application drivers Reduce Accident rates Enforce law Improve Emergency Response Reduce delay due to accident Improve average speed Improve total network throughput Optimise road surface Speed up target groups Anticipate on future traffic condition Ensure Traceability Ensure proper alarm handling Ensure system health and fault indication Reduce emissions supplier map supplier 1 supplier 2 supplier 3 supplier 4 supplier 5 competitors or complementors? Early hazard detection with warning and signalling Maintain safe road condition Classify and track dangerous goods vehicles Detect and warn non compliant vehicles Enforce speed compliance Enforce red light compliance Enforce weight compliance value chain and business models Waterreus Heijn Gore Gandhi Sharon Hoessein van Bommel Reinders Smith Rooyakkersvan Oranje Bakker der Kinderen Obbink Pietersen Neeskens Nistelrooij v.d. Hamer Bush Charite Meulengraaf van Hanegem Consumers Boonstra Blair Clinton Jones v.d. Meulen Schijvens Koch Peper Prodi Pinochet Leonardo Kleisterlee Chirac Kok Cruijf v.d. Spijker El Khatabi Peters de Gruijter de Vries Jansen Schweitzer d'oliviera Muller Goedkoop Schroder Fry's It's Dixon Retailers Philips CE-TV Loewe Nokia System Integrators Canal+ UPC AOL Providers Philips CE-DN Philips CE-PCC AT&T set top box Philips Components Intel Microsoft Component and Platform Suppliers Micron Philips Semiconductors ST LG TI Liberate Samsung 2 Gerrit Muller COVoverview

3 Example motorway management key drivers Key-drivers Derived application drivers Requirements Safety Effective Flow Smooth Operation Reduce accident rates Enforce law Improve emergency response Reduce delay due to accident Improve average speed Improve total network throughput Optimize road surface Speed up target groups Anticipate on future traffic condition Ensure traceability Ensure proper alarm handling Early hazard detection with warning and signaling Maintain safe road condition Classify and track dangerous goods vehicles Detect and warn noncompliant vehicles Enforce speed compliance Enforce red light compliance Enforce weight compliance Automatic upstream accident detection Weather condition dependent control Traffic speed and density measurement Cameras Deicing Traffic condition dependent speed control Environment Ensure system health and fault indication Reduce emissions Note: the graph is only partially elaborated for application drivers and requirements 3 Gerrit Muller COVmotorwayManagementKeyDrivers

4 Submethod to Link Key Drivers to Requirements Define the scope specific. in terms of stakeholder or market segments Acquire and analyze facts extract facts from the product specification and ask why questions about the specification of existing products. Build a graph of relations between drivers and requirements by means of brainstorming and discussions Obtain feedback where requirements may have multiple drivers discuss with customers, observe their reactions Iterate many times increased understanding often triggers the move of issues from driver to requirement or vice versa and rephrasing 4 Gerrit Muller TCAFkeyDriverSubmethod

5 Key Driver Recommendations Limit the number of key-drivers minimal 3, maximal 6 Don t leave out the obvious key-drivers Use short names, recognized by the customer. for instance the well-known main function of the product Use market-/customer- specific names, no generic names for instance replace ease of use by minimal number of actions for experienced users, or efficiency by integral cost per patient Do not worry about the exact boundary between Customer Objective and Application create clear goal means relations 5 Gerrit Muller TCAFkeyDriverRecommendations

6 Example value chain Waterreus Heijn Gore Gandhi Sharon Hoessein van Bommel Reinders Smith Rooyakkers van Oranje Bakker der Kinderen Obbink Pietersen Neeskens Nistelrooij Bush Charite Meulengraaf van Hanegem v.d. Hamer Consumers Boonstra Blair Clinton v.d. Meulen Schijvens Jones Koch Peper Prodi Pinochet Kleisterlee Kok Cruijf Leonardo Chirac El Khatabi v.d. Spijker Peters de Gruijter Jansen de Vries Schweitzer d'oliviera Muller Goedkoop Schroder Fry's It's Retailers Dixon Canal+ UPC AOL Providers AT&T Philips CE-TV Intel Microsoft System Integrators Loewe Philips Components Nokia Philips CE-DN Philips CE-PCC Component and Platform Suppliers Micron Philips Semiconductors Liberate ST LG TI Samsung 6 Gerrit Muller LWAvalueChain

7 Example of simple supplier map competitors or complementers? Suppliers of appliances, services and content are colour coded. consumer The customer does business with many suppliers, and has to integrate the products of many suppliers Disney content content UPC Philips Philips NDS Sagem Loewe Philips content cable set top cable box set top box cable provider consumer world 7 Gerrit Muller COVsuppliers

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