![\"\"](\"https:\/\/sw.fst.com\/magazine\/wp-content\/uploads\/2023\/12\/12_30_Bild069_BO2I6797_4c-1160x1735.jpg\")
<\/figure>\u201cFind the right \u2018it\u2019 before you work it right.\u201d This was the striking headline that Reinfried Wobbe chose for his presentation on customer centricity at the FST Innovation Fair in September. Wobbe is Director, Digital Business Development\/Industry 4.0, in the Technology & Innovation (T&I) department that handles innovation and commercialization. The main idea: Filter out the right idea and then map out the right course to keep the new development from being sidetracked.<\/p>\n<\/div><\/div>\n\n\n\n
Whenever FST enters new territory, it cannot draw on its decades-long experience. It has to develop new solutions. In these cases, it makes sense to precede the actual development process with the customer centricity methodology\u00a0\u2013 whether in electric mobility, the hydrogen economy or water desalination. Wobbe described the basic principles involved: \u201cOur customer-centric approach is designed to build a\u00a0precise understanding of the customer and its entire value chain. We don\u2019t go to the company with a\u00a0finished solution that we want to sell. At that point, we don\u2019t talk about products and concrete services. The idea of customer centricity means we are only interested in the challenges that the company faces. What tasks and activities does it need to perform? What problems and risks are emerging? What are its expectations for us and what would be helpful to it? When we finally understand all this, we consider the products and services that we can provide to support the customer.\u201d<\/p>\n\n\n\n The methodology follows a clearly structured process. Broadly speaking, it starts out with a consideration of the market and the business environment. Customer surveys follow \u2013 with numerous employees from different functions, ideally in person instead of with questionnaires. The results of the surveys are evaluated systematically to produce a customer profile. Then value propositions describe the value and benefits that FST\u2019s business ideas could offer the customer. Each idea is tailored to its needs. Then the project team translates these value propositions into concrete business models that show the \u00adeconomic potential for FST.<\/p>\n\n\n\n If these business models seem to be profitable at the hypothetical level, they are put to the test. But the testing does not involve trials in a test stand. No, it involves identifying the customer\u2019s true interest in the development that is envisioned.<\/p>\n\n\n\n For example, how many users click on product information on a landing page that they have reached via LinkedIn? The landing page is devoted to a potential development. How many people enter their personal data so they can download a white paper exploring the concept in depth? In this case, a high number of clicks indicates a high level of interest. Finally, after the idea is tested in this way, a decision is made on whether FST will pursue the matter in a classic development process with its tried-and-tested methods \u2013 or whether it would be better to \u201cOver the past three years, we have worked on a variety of potential development topics using customer centricity and have further developed the methodology in doing so,\u201d Wobbe said. For example, customer centricity is suited for gauging whether existing development projects are still relevant to the customer when trends and circumstances are changing \u2013 and whether business models might need to be adjusted as a result.<\/p>\n\n\n\n The FST Academy offers training and workshops on the methodology on the LMS learning platform that teaches participants how to ask the right questions so FST is ultimately developing the right products for its customers. Reinfried Wobbe is the contact person for further information.<\/p>\n![\"\"](\"https:\/\/sw.fst.com\/magazine\/wp-content\/uploads\/2023\/12\/13_31_Bild068_BO2I6795_bearb_4c-1160x609.jpg\")
Customer Profile \u2013 \u00adValue Proposition \u2013 Business Model<\/h2>\n\n\n\n
shelve it.<\/p>\n\n\n\n