ASSESSMENT 5 AND 10

5.What is Affinity Diagram? What is the procedure of design Affinity Diagram?

-It is also called: affinity chart, affinity mapping, K-J Method, thematic analysis

-The affinity diagram organizes a large number of ideas into their natural relationships. It is the
organized output from a brainstorming session. Use it to generate, organize, and consolidate
information related to a product, process, complex issue, or problem. After generating ideas, group
them according to their affinity, or similarity.

-It was created in the 1960s by Japanese anthropologist Jiro Kawakita.

AFFINITY DIAGRAM PROCESS

Step 1: Record each idea with a marking pen on a separate sticky note or card
(During a brainstorming session, write directly onto sticky notes or cards if you suspect you will be
following the brainstorm with an affinity diagram.) Randomly spread notes on a large work surface so all
notes are visible to everyone. The entire team gathers around the notes and participates in the next
steps.
Step 2: Look for ideas that seem to be related in some way and place them side by side
Attempt to look for relationships between individual ideas and have team members simultaneously sort
the ideas (without talking) into five to 10 related groupings. Repeat until all notes are grouped. It’s okay
to have “loners” that don’t seem to fit a group. It is also okays to move a note someone else has already
moved. If a note seems to belong in two groups, make a second note.
Step 3: Begin a discussion with your team
From these relationships, attempt to define categories and create summary or header cards for each
grouping or category. You can discuss the shape of the chart, any surprising patterns, and especially
reasons for moving controversial notes. Make changes and move ideas around as necessary. When ideas
are grouped to the team’s satisfaction, select a heading for each group. To do so, look for a note in each
grouping that captures the meaning of the group. Place it at the top of the group. If there is no such
note, write one. Often it is useful to write or highlight this note in a different color.

Step 4: Combine groups into "supergroups," if appropriate

Assign all ideas to the identified categories by placing ideas under header cards.
10. Give definition of a Customer and discuss various Customer Groups.

- A customer is a person or company that receives, consumes or buys a product or service and can
choose between different goods and suppliers. The main goal of all commercial enterprises is to attract
customers or clients, and make them purchase what they have on sale.

- Customers are important because they drive revenues; without them, businesses cannot continue to
exist.

CUSTOMER GROUPS

1. Commodity Customer

The first type of customer cares about price above all. If you offer a discount or a better deal than any of
your other competitors, you’ll likely attract this type of customer. In fact, the only way, usually, to
encourage loyalty is to offer a discount.

2. Convenience Customer

These customers value service and quality above everything else. This type of customer will pay more
for great service, quality, and convenience. However, they have higher expectations when it comes to
service, quality, and convenience. As such, this type of customer is much more likely to leave and seek
out an alternative option in the event of a poor customer experience.

3. Connected Customers

The third type of customer values experiences most. Since these customers value experience most, they
are the easiest to market to, will remain the most loyal when you deliver and are the highest value to
your business. The Connected Customer will go out of their way to visit your business and they will
spend more when they do. This type of customer prefers your business because you understand them,
are connected to them in a meaningful way (e.g. you know their name, you understand their favorites,
you make their visit personal and special).