Customer Acceptance Analysis (CAA)
Most organizations have a process in place for the development, deployment and on-going management of new product and service programs. For large enterprises this process is typically well defined and documented with a formal methodology that includes multiple phases, specific deliverables and decision points (gates). For other organizations the process is more informal and less well defined.
Regardless of methodology, formality or discipline of process, market research, customer and competitive intelligence are critical inputs during each phase of the process, as shown in the illustration below, and play a key role in maximizing the potential and market success of new products and/or services. A variety of market research techniques are utilized across the product development process, including secondary as well as qualitative and quantitative primary research methods. And, some of these techniques are specific to a particular phase or stage.
One key area that is often overlooked both from the product development/management as well as market research point of view is the “Post-Launch/Lifecycle Management” phase of the process. Yet, it is especially here where a timely systematic and disciplined approach to assess and/or monitor market response can often have significant impact on the success or failure and the return on investment of a product/service program.
IntelliQ B2B's Customer Acceptance Analysis (CAA) is designed as a useful tool for organizations interested in systematically measuring customer/client response during a post launch and/or lifecycle management phase. Intended to measure customer response in a structured manner using a primary data collection technique, CAA will typically involve conducting personal interviews with a company’s prospects and customers as well as its sales and support personnel.
CAA studies serve five key purposes:
- Identify products/services program deficiencies
- Uncover additional market opportunities
- Provide timely insights into needed corrective actions
- Increase the economic return of the products/services
- Provide guidance for future products/services programs
A CAA study is usually initiated within a three to six month time period following customer release of the new product or service. A second round may follow after the initial six months following release to provide ongoing market feedback during the lifecycle management phase and would be triggered by a significant negative sales or revenue variance to plan.
IntelliQ B2B has significant experience supporting its B2B industry clients’ product development/management processes with meaningful and insightful market intelligence and analysis to help guide strategic and tactical decision making for new and existing product/service programs. IntelliQ B2B’s CAA is designed to specifically provide the post launch and lifecycle management market analysis that identifies deficiencies and needed corrective actions to maximize the ROI of new product and service programs.