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How
ethnographic research can bridge the gap between
the customer voice and impact during the product
development cycle
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Successful approaches to effectively
translate your customer data into
product requirements that your team
can understand and deliver
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How much VOC is enough — can you
minimize time and expense of VOC
efforts without sacrificing quality?
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The importance of aligning your VOC
techniques with your business design
model; ensuring consensus among those
gathering the data and those using it in key
product decisions
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Strategies for using VOC data to
drive product priorities, translate
customer needs into business process metrics
and set product development and improvement priorities
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The advantages of involving a
cross-functional product development
team early during the VOC process to instill
ownership of the Voice of the Customer
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New virtual customer methods to
improve the speed, accuracy, and
usability of customer input in the product
development process
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How to make descriptive customer
data useful for engineers and others
involved in all stages of product
development, from concept development to full-scale
production
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The latest tools and techniques to
successfully interview customers and
gain access to their unspoken wants and
needs
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How to more accurately analyze,
interpret and prioritize customer
needs
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What VOC techniques best-in-class
companies are using and what new
techniques (and tools) are emerging (costs
vs. benefits)
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What it takes internally to rapidly
steer large scale change efforts; how
to engage and gain support from senior
management
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Who your real customers are: make
sure you’re listening to the right
voices
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New “virtual customer” techniques;
“information pumps” and
“information scoring” to encourage truth-telling
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Decision-making alternatives such as
make-and-sell, sense-and-respond, and
anticipate-and-lead for complex
scenarios