Many companies have attempted to gather
data on customer wants and needs by using Voice of the
Customer techniques, interviewing and observing customer
behaviors but few have been truly successful at leveraging VOC –
gathering the right amount of data, from the right customers, at
the right time to come up with cutting-edge products.
In today’s economic climate of fierce
competition and rapidly changing markets and technologies,
companies cannot afford to miss the mark and create me-too
products that don’t fully address customer demands or simply
incorporate the latest “cool” technologies that may or may not
benefit the majority of customers.
But just how do you find out what your
customer really wants – which features are absolutely necessary
– which are just a nice bonus? How many customers do you
really need to survey? Should you survey them yourself or
rely on outside market research firms? Are traditional
methods the best way to go or should you consider the speed and
cost benefits of virtual customer methods?
Management Roundtable’s upcoming
conference, Taking VOC to the Next
Level: Define, Differentiate and Disrupt, scheduled
for
November 8 – 10, 2004 in
Boston, brings together the foremost leaders in VOC
to examine the latest methods of gathering and interpreting the
customers’ voice and how to leverage that data in the
development of groundbreaking new products.
By participating you will learn how to:
-
Engage customers to
gather, manage and prioritize input throughout your product
development process
-
Determine what
specific VOC data you need - and how to get it
-
Decide which
features are requirements and which are expendable
-
Develop a successful
cross-functional approach to VOC
-
Combine the VOC with
competitive intelligence to define your next killer product
-
Capture VOC and
effectively translate your customer data into product
requirements your team can understand and deliver
-
Evaluate which VOC
methods, tools and processes would work best with your
company’s business model and how to gain company-wide
support
