Global Products, Global VOC: Translating Customer Needs Around the World

Live Audio-Session with Christina Hepner Brodie [BIO] Lead Principal PRTM

In the 21st century companies large and small are discovering the potential for growth by expanding their global reach. Some are surprised to discover that successful products or services in one region, nation, or culture are not received well in another. Collecting and using the Voice of the Global Customer is an important and powerful approach to understanding cultural differences and discovering profitable opportunities globally.

In this audio-session you will learn how to collect and listen to the voices of your global customers. By participating you will come away with:

1. A brief review of Voice of Customer (VOC) techniques and applications

2. Insight into the special logistical challenges of global projects – with ideas to solve them

3. Suggestions about tools and methods that work well with other cultures

4. Illustrative case examples of global VOC projects

This dynamic session will be hosted by leading Voice of the Customer expert Christina Brodie. For over fifteen years, Christina has led executives and product and service developers to directly engage with their customers, both for gaining strategic insight and for developing successful new products and services. Her work spans the globe working with teams venturing from the US to Europe, Asia and Australia, while other teams journey from the same regions to the US.

A portion of the session will be spent addressing your specific questions about using Voice of the Customer methods for any purpose and especially for projects that take you into unfamiliar territory. By participating in this session, you will take away an understanding about the special dynamics of fielding a VoC team consisting of members from various parts of an international organization. You will hear about the lessons learned from teams that have ventured into cultures other than their own to understand customer needs or gain insight into market dynamics.

Don’t miss this unique opportunity to bring your own experiences (and questions) into the discussion and receive expert feedback. The session will be a 90-minute presentation with frequent opportunities for questions and answers.

Invite your whole team to join you - the fee is the same as long as it's on one phone line, just put it on speakerphone! This session is an excellent opportunity for both marketing and engineering folks to listen together. (For team members in different locations, it is well worth adding line(s).)

Christina Hepner Brodie
Lead Principal
PRTM

Christina Hepner Brodie, a Lead Principal of PRTM, has over fifteen years of experience working with companies to manage and develop new products and services, and improve performance through sharpened up-front definition. Co-author of Voices into Choices: Acting on the Voice of the Customer, Brodie is renowned for enabling business strategy and new product development teams to understand market dynamics and customer requirements first hand. She has introduced executives, senior managers, and new product developers to Voice of the Customer methodologies at over eighty companies in the U.S., Japan, Korea, New Zealand and Europe.