Development of the customer matrix - define the number and categories of customers and the functions to visit

Preparation for VOC Customer Visits: what are the ABC's of how to do customer interviews - practical applications and practice interviews

Transcript and interview guide review – how to improve interview techniques

How to determine what is an image and creation of an Image Diagram: experience a process to identify and select the key customer images; reach consensus on a consolidated image of the customer’s environment

Translate Voices into Requirements: combine the customer voices and the images to define the customer requirements at the various points along the value chain

Create Requirements Diagram: participate in a process to select and reach consensus on the key customer requirements

Develop Metrics and Test Plans for Requirements: define when you will know quantitatively if the customer requirements have been met

Analyze Customer Requirements: Design a Self-Importance and Kano survey

Administer the Survey: You will take the survey and will analyze the data (Self Stated Importance, Reflected Sum of the Ranks, and Kano) to validate, prioritize and select the requirements and determine where responses might differ by market segment

Analyze Existing Solutions: develop a requirements matrix rating each key competitor and other existing solutions along the value chain on performance against each requirement

Analyze Results of Survey: define appropriate approaches to evaluate survey results, understand requirement importance, and develop requirement-weighting factors for the assessment of concept strength. The output of activity is the completion of a requirements matrix, identifying the priorities of each requirement in each major market segment and the gaps in the currently perceived products

Generate creative ideas for each requirement that will support the requirement approach

Determine how to take these ideas and create alternative solutions to customer problems

Evaluate each of the solutions on the basis of technical feasibility, cost, and staffing requirements

How to analyze trade-offs and select one or more alternatives using results evaluation and weighted selection criteria