Monday, November 8 |
|
Pre-Conference Workshops |
|
7:00-8:00 |
Registration & Continental
Breakfast |
| 8:00-12:00 |
WORKSHOP A
- AM HALF DAY
How to Interview Customers:
Skills, Tools and Secret Success Tips
Instructor:
Gerry Katz, Applied Marketing Science
WORKSHOP B
- AM HALF DAY
Capturing the White Space with Ethnographic Tools
Instructor:
Jerry McColgin,
Venture2 Corporation |
|
12:00-1:00 |
Lunch for workshop participants |
|
1:00-5:00 |
WORKSHOP C - PM HALF DAY
Beyond Quantitative Research: Integrating VOC for Less "Ho Hum",
More "Wow"
Instructor:
Sheila Mello, Product
Development Consulting, Inc.
WORKSHOP D - PM HALF DAY
Must-Have or Nice-to-Have? Using Conjoint Analysis to Measure
and Decide
Instructor:
Brian Ottum, Ottum Research and Consulting |
|
5:00 |
Workshops Conclude |
Tuesday,
November 9 |
|
Conference
Day One |
|
7:00-8:00 |
Registration & Continental
Breakfast |
|
8:00-8:15 |
Opening Remarks
Management Roundtable |
|
8:15-9:30 |
KEYNOTE ADDRESS
State-of-the-Art in VOC:
Proven Practices and Emerging Techniques
Abbie Griffin,
Professor, Business Administration, University of Illinois,
Urbana-Champaign College of Commerce |
Obtaining True
Customer Needs:
Traditional vs. Non-Traditional Methods |
|
9:30-10:30 |
Case Study
Ethnography and
Participatory Design: Bridging the Gap Between Customer Voice
and Impact in Product Development
Anne Cohen
Kiel,
Microsoft Corporation |
|
10:30-10:45 |
Refreshment Break |
|
10:45-11:45 |
Case Study
Creating Innovative
Automotive Product Concepts with the Voice of the Customer
Rachel Nguyen, Nissan
Corporation |
| 11:45-12:45 |
Lunch |
| 12:45-1:45 |
Case Study
Converging VOC Methodologies
to Create an Optimal Enterprise Customer Website Experience
Tom Graefe
& Craig Neely,
Hewlett-Packard |
When, Why and
How to Engage Customers
Session Chair:
Gerry Katz, Applied Marketing Science |
|
1:45-2:45 |
Case Study
Hearing Voices in Florida
- A Service Company Focuses on Customers
Melissa Rehfus,
Blue Cross Blue Shield of Florida |
|
2:45-3:00 |
Refreshment Break |
|
3:00-4:00 |
Case Study
Deploying VOC Throughout
the Product Development Process
Bob West,
Baxter Healthcare |
|
4:00-5:15 |
KEYNOTE ADDRESS
Virtual Customer Methods to
Improve Speed, Accuracy and Usability of Customer Input in the
Product Development Process
John Hauser,
Kirin Professor of Marketing, MIT
Sloan School of Management |
|
5:15-6:30 |
Networking Reception |
Wednesday,
November 10 |
|
Conference
Day Two |
|
7:00-8:00 |
Continental Breakfast |
|
8:00-9:15 |
KEYNOTE ADDRESS
Aligning VOC Practices
with Alternative Business Designs
Vince Barabba,
Retired General Manager, Corporate
Strategy and Knowledge Management, General Motors |
|
9:15-10:15 |
Case Study
Using VOC to Link
Technology to Market Opportunity
Kurt Swogger,
Dow Chemical |
|
10:15-10:30 |
Refreshment Break |
|
10:30-11:30 |
Panel Discussion
If only I had known "X" before I
started VOC—How to Navigate the Bumps in the Road While Engaging
in VOC
Facilitator:
Gerry Katz, Applied Marketing Science |
| 11:30-12:30 |
Lunch |
Making VOC a
Reality:
Leadership, Team Composition and Buy-In
Session Chair:
Sheila Mello,
Product Development Consulting |
| 12:30-1:30 |
Case Study
The Role of Leadership in
the Voice of the Customer
John Fowler,
CNH |
| 1:30-2:30 |
Case Study
Achieving Team &
Organizational ownership of the VOC Process
Lucia G. Buehler,
Ethicon Endo-Surgery |
|
2:30-2:45 |
Refreshment Break |
|
2:45-3:45 |
Case Study
Voices to Solutions
Piyush Sanghani,
TransUnion |
|
3:45-4:00 |
Conference
Take-Aways
Sheila
Mello,
Product Development Consulting,
Inc. |
|
4:00 |
Conference
Concludes |
