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Featured Presentations
(complete descriptions)
Post-Conference Workshops
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Featured Presentations
Complete descriptions for each
conference presentation
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Monday, November 8 -
8:00a - 8:30a
Conference Welcome and Introduction
- Graceanne Gatz, Conference Program Manager & Gregg Tong,
Conference Moderator, Management Roundtable
8:30a - 10:30a
Keynote — The Value Compass: The Key To
Effective Customer Connected Product Definition
- Robert E. Wayland; co- author, Customer Connections: New
Strategies for Growth (Harvard Business School Press); senior
consultant, S4 Consulting
Many firms are
struggling to implement a new customer-based product development
approach, or to improve their existing practices. Although there is no
one "right way" to approach customer value creation, it is possible to
achieve a higher degree of empathy with customers by looking more
broadly at the foundations of customer value. This stimulating and
cutting edge keynote will help you to apply the principles of the
Value Compass created by Robert Wayland and Paul Cole to your
specific situation, as well as develop an understanding of the four
critical dimensions of customer and shareholder value creation:
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Customer Portfolio Management: Who are you trying to serve and
how do you define and manage their involvement in defining new
products?
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Value-Proposition Design: What should you offer those customers;
how do you extend your presence on their value chains?
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Value-Added Role: What part should you play in creating and
delivering the offer?
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Risk and Reward Sharing: How are the risks and rewards of
creating new products and services best shared by customers and
stakeholders?
You’ll also receive
some practical insights into eliminating internal functional barriers
and proprietary notions, such as "customer ownership;" how to estimate
and calculate your value to your customers; and how to calibrate and
manage your customer information, knowledge building, and communication
efforts to focus product development on customers.
- CASE STUDIES -
Creating The Environment for
Customer-Connected
Product Definition
11:00a - 12:00p
Creating New Customer Solutions:
Process vs. Cultural Change
- Carole R. Katz, Voice of the Customer Director, Lucent
Technologies, Business Communications Systems
What business
would say it isn’t customer focused? After all, customers pay the bills
and are the lifeblood of your company. Yet, all too often, businesses
find themselves focused on developing products without clarity around
customer requirements. Using the right process is certainly
important...but first, you need to establish the right behaviors and
culture across the organization to make customer centricity integral to
product and service realization. This presentation will explore how
Lucent is creating a customer-oriented product definition culture by:
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Getting alignment and engagement across functional silos — who
"owns" the customer?
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Managing resource constraints —balancing time, quality and cost
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Meeting the needs of the skeptics who say "prove it"
I dentifying
strategies and tactics to overcome the challenges
12:00p - 1:00p
Breaking Down Internal
Barriers to Customer-Driven Product Definition
- Steven R. Binder, Manager, Platform Development Business Unit, Bio-Rad
Laboratories, Clinical Diagnostics Group
Customer-driven
product definition is often viewed as an expensive, difficult and
uncertain proposition; hence, it is very difficult to build internal
alignment around it. This talk will describe how Bio-Rad’s
customer-driven approach to product development satisfies senior
management, as well as internal support groups. You will learn:
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How a rigorous, cost-effective, results-oriented approach can lead
to cross-functional buy-in and senior management support
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How to use project management skills to complete the product
definition phase on time in a rapidly changing market
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The benefits of involving the entire development team in market
research
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How to select which customers to interview, and translate raw
customer input into meaningful requirements
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How to codify the approach and apply it to your next project
If you’d like to
learn more about how to implement the techniques that worked for Lucent
and Bio-Rad in your own company, sign up for the post-conference
workshop: "Choice Model: Choosing the
Right Product Definition Process for Your Customer and Your Company."
1:00p - 2:30p
Facilitated Topic Networking
Luncheons - Learn about
what your colleagues are doing to meet the challenge of integrating
customers into product definition. You’ll be asked for your input into
topics prior to the conference, giving you the opportunity to shape the
direction and focus of these expertly-moderated, interactive sessions.
- CASE STUDIES
-
Getting Down To Business: Gathering Needs and
Defining Requirements
2:30p - 3:30p
Product Design Criteria:
Finding the Right "Knobs" to Turn
- Teresa Prego, Director of New Products, Critical Care Worldwide
Marketing, Bayer Diagnostics Corporation & Gerald M. Katz, Executive
Vice President, Applied Marketing Science, Inc.
New product
development usually requires literally dozens of design decisions, which
can be thought of as the "knobs" that product developers can turn in
designing the new product or service. Knowing which knobs to turn to
achieve new product success depends upon how clearly the development
team understands customer needs. This talk will focus on Bayer’s use of
a practical methodology for capturing "The Voice of the Customer" that
is also being used successfully by a large number of firms in industries
which are characterized by rapidly changing customer needs. You will
learn:
3:30p - 4:30p
Linking Customer Needs To
Delivering Desired Customer Value
- Robert Pennisi, Technical Staff, Motorola, Inc.
The process of
gathering customer needs and integrating them into a well-organized
product development plan that creates the desired customer outcome and
gets it to market quickly is an activity that presents companies with
unique challenges. This is especially true in high-tech, where
competition is fierce and standards for time to market are shrinking
every day. This case study will reveal the progress that Motorola has
made in translating customer needs into product requirements, including:
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Transforming the art of gathering and integrating the voice of the
customer into a structured, metric-driven product development
process
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Translating raw customer data into product requirements
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Linking the company’s activities to delivering desired customer
value
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Benchmarking, understanding, and predicting the evolving changes in
customer needs
If you’d like to
learn more about how to implement the techniques that worked for
Motorola in your own company, sign up for the post-conference workshop:
"Outcome-Based Logic: A Revolutionary Approach for Translating Customer
Needs Into Customer Value."
8:45a - 10:15a
KEYNOTE: Defining New
Technology Products at Hewlett-Packard: The Wave of the Future
- Edith Wilson, Hewlett-Packard
As a product
definition strategist for Hewlett-Packard, Ms. Wilson is well known for
her work in the area of linking product definition to corporate
strategy. She is now heading up a brand new research and development
effort in the area of microwave and radio frequency testing equipment
for the wireless technology industry. In this exciting new arena, the
possibilities are endless—and so are the risks. The biggest challenge?
Serving customers who are riding the crest of a technology wave so new
that they can’t identify their own needs. You will learn:
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How to involve customers in product definition when they don’t know
what they want—or even what’s technologically possible
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How to get customers to share the risks of R & D in uncharted
territory
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How to maximize the return on investment in the creation of
breakthrough products
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How to turn risk into reward by being first to market with
newly-configured solutions
10:30a - 11:30a
Defining New Products on
Internet Time through the use of Real Time Customer Feedback
- Speaker TBA (Federal Express Online, 3Com invited)
The Internet has
forced companies to rethink how they manage their customer’s involvement
in product definition. While no one disputes that customer feedback is
an important factor of product success, it is difficult to put this
concept to practice without sacrificing speed to market. This case study
will describe how a leading high-tech company has managed to strike a
balance between speed and product perfection through the use of a
real-time customer feedback process.
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How to identify, qualify, and engage your optimal target customers
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Key factors in maximizing the ROI of a real-time feedback program
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The risks and rewards of this bold, new approach
If
you’d like to learn how to implement this technique successfully within
your own company, sign up for the post-conference workshop,
"Executing Real-Time Customer Feedback Programs in High-Tech
Environments: Common Traps and How to Avoid Them."
11:30a - 12:15p
Rapid-Fire Question and Answer Panel
- This fast-paced session is designed to make sure you leave the
conference with the information you came for. This is an opportunity to
have your specific concerns addressed by our speakers so that you return
to work with fresh ideas that can be implemented immediately.
12:15p - 1:00p
Conference Wrap-Up
- Gregg Tong, Conference Moderator, Management Roundtable
A quick summary linking the
information from each presentation into a comprehensive report you can
use to share the conference's key points with your colleagues. |
