A U D I O S E S S I O N
Getting VOC Right:
Taking the Ambiguity
Out of Product Definition
Schedule slips, wasted development resources, and products that fail
or never make it to market – these are some of the consequences of
poor product definition. On the other hand, identifying
unambiguous customer requirements is at the core of a company's
potential for growth—it determines
everything from where your development time and dollars are spent to
what your customers might even pay a premium for!
Clearly it’s
important to not only get the Voice of the Customer right, but to
translate it correctly. The question is, how? What specific
processes and tools will enable you to consistently define winning
products and shape a winning portfolio?
 In
this special 90 minute audio-session,
Getting VOC Right: Taking the Ambiguity Out of Product Definition,
led by Sheila Mello (author of the best-selling book,
Customer-centric Product Definition – The Key to Great Product
Development,) you will learn a step-by-step process to generate
products that provide maximum customer value. This approach balances
your company's core competencies with market needs, positioning you
to surpass competitors.
Specifically you will learn how to:
-
re-think
product definition along value dimensions; clearly differentiate
your product
-
use
customers and markets to set the value of solutions; tap into
unstated requirements and subliminal values – find the “true”
purchase drivers
-
collect,
analyze, process and prioritize customer data – using techniques
that ensure your teams’ biases don’t get in the way
-
define
metrics for each customer requirement (and know when you have
satisfied them)
-
invest your
R&D dollars for maximum return
By participating in this session, you
will have the opportunity to bring your own experiences (and
questions) into the discussion and receive expert feedback. The
session will be a 60-minute presentation with 30 minutes interactive
Q&A woven throughout the talk.
Invite your
whole team to join you - the fee is the same as long as you
are on one line, just put it on speakerphone! Can't make the time
and date of the call? The transcript is available as well.
About the Session Leader
Sheila Mello is the author of the best selling book
Customer-Centric Product Definition: The Key to Great Product
Development. Sheila is the managing partner of
Product Development
Consulting, Inc. (PDC), and is a well-known and respected expert
in the field of product development with many years of executive and
hands-on experience in product development, software and hardware,
engineering, marketing, quality, manufacturing, sales and service.
Sheila has done extensive research in processes for defining
customer requirements and is an expert in helping companies
implement and institutionalize market-driven product definition
programs.
Before
joining PDC, Sheila held director and vice president positions at
Bolt, Beranek & Newman, Wang Laboratories, Palladian Software and
Distribution Management Systems, and was a principal consultant with
Arthur D. Little, Inc.
Sheila earned a Bachelor of Science degree, magna cum laude, in
mathematics from Tufts University. She is a member of The Institute
of Electrical and Electronics Engineers (IEEE), the Product
Development and Management Association (PDMA), and
the American
Marketing Association. Sheila has also been a frequent and
highly rated speaker at Management Roundtable events. |
Softcopy
of presentation slides emailed to your office prior to
session
Complete
transcript provided within 14 days after the session