Customer Gains Trigger Questions
Guiding questions for identifying customer gains for the Value Proposition Canvas.
PURPOSE
When filling out the customer profile in the Value Proposition Canvas, teams often struggle to fully capture their customers' gains because they focus too quickly on obvious aspects. The Customer Gains Trigger Questions help systematically think through all dimensions of customer gains using targeted guiding questions. This way, even latent and unexpected gains are identified.
HOW TO USE
The trigger questions are used while working on the customer profile of the Value Proposition Canvas. The team goes through the questions one by one and notes all identified gains. The questions cover various gain categories such as functional gains, social gains, emotional gains, and cost savings. The results are recorded in the Gains field of the Customer Profile.
WHAT IT IS
The Customer Gains Trigger Questions are a curated checklist of guiding questions designed to systematically identify customer gains. They serve as a supporting tool for Alexander Osterwalder's Value Proposition Canvas. The questions address various dimensions such as expected gains, desired gains, and surprising gains.
EXAMPLE
Example: You are filling out the customer profile in the Value Proposition Canvas for a fitness app and get stuck on the 'Gains' section. The Customer Gains Trigger Questions help you with prompts like 'What savings would make your customers happy?' or 'What positive social consequences do your customers desire?' - and you discover that social recognition is the most important gain.