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Jonathan Lovatt-Young
Use competitor research to differentiate your customer experience
Updated on Sep, 2026
Marketing, Product Marketing,
Training 5 or more people ?
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Most organisations routinely review their direct competitors, capture what they're up to in a slide deck and don't actually do anything with it.
To get value from conducting a competitor review, you need to break down the entire customer journey, know who you should really be trying to outperform and then focus on the things that are unique to you.
Get practical by analysing your competitors to find features with low maturity through scoring. Know how to apply customer and brands lenses through a proven methodology. Stop being too scared to launch services that aren't tried and tested. Demonstrate to leadership why these opportunities will provide growth.
Creating your Customer Journey Framework
Stop pretending you have a customer journey. You don't. No one does. Know how to create your category specific framework to enable you to conduct maturity assessments, create a common language for your whole organisation, and to take control of your customer experience.
Conducting a heuristic review
Change hearts and minds in your organisation by collaborating with colleagues to identify competitors and comparators. Know how to conduct detailed scoring and capture current experiences.
Applying unique lenses
There will be many opportunities - but most won't be a fit for your organisation, nor can you support so many initiatives. Learn how to apply your customer goals and brand values to isolate features that are needed and unique to your organisation.
Package evidence to convince your peers and leadership why these are the correct strategies to drive growth and to develop the first-mover advantage, always keeping you ahead and leaving your competitors to play perpetual catch-up.
Recognise what is a Customer Journey Framework
Recognise how to develop your review dimensions
Recognise the need to share with your colleagues
Recognise the need to create a long list of competitors and comparators
Recognise the need for shortlisting with your colleagues
Recognise the need to setup your scoring table
Recognise the need to establish maturity benchmarks
Recognise the need for an assessment plan
Recognise the need to capture all evidence
Recognise the the need to process your raw scores
Recognise how to plot the insight into an easy to consume chart
Recognise that everything is not an opportunity
Recognise that prioritisation is a combination of value and feasibility
Recognise that high value, low feasibility candidates can be powerful differentiation briefs
Recognise that prototypes can be required where there is no competitor reference
This course is for a range of professionals at different stages of their careers. All the content is contained within
Experience practitioners
Check out the detailed breakdown of what’s inside the course
Jonathan combines 30 years of experience in digital design and brand strategy with user experience. He has led a number of high-profile agencies and consultancies including Tribal DDB, Accenture, and DigitasLBI. for a range of high-profile clients many of which have been on their own digital transformation journey. He often works with his clients directly on a one-to-one basis.
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