CONFERENCE BACKGROUND
Whether you’re trying to enter an undefined market, differentiate
yourself from your competitors in an established market or maintain
market share through brand loyalty in a mature market, you must have
the ability to uncover the latent wants and needs of your customers.
Without that knowledge, you’re chances of creating new products that
provide real customer value are slim at best. Clearly, getting to
the heart of what will truly delight your customers and become that
next breakthrough new product is no small feat. In fact, a 2004
survey of 960 international executives by Bain & Company cited 2/3
of executives surveyed identified “insufficient customer insight” as
significantly hurting their business performance.
Just how do you get sufficient customer insights to guide your new
product development decisions? What are the best tools to use
–web-based versus more traditional methods (customer visits,
surveys, focus groups)? What’s more critical, qualitative or
quantitative methods and what’s the right balance for your
particular company? And once you find out what your customers really
need, is it possible for you to create that innovative new product
solution with your available budget, time and technologies?
Management Roundtable’s Annual Voice of the Customer conference,
From Fuzzy to Focused: How to Interpret &
Translate Customer Insights into Innovative New Products,
to be held September 26 – 28, 2005 in Boston will bring together an
impressive forum of VOC experts and advanced practitioners to
examine the latest methods, tools and processes leading companies
are successfully using to capture customer data, make key trade-off
decisions on what customer insights to act on, and translate key
requirements into product specifications in an all-out effort to win
customer choice.
By participating, you will learn:
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About the latest methods and tools
to more efficiently and cost effectively gain customer insights
on new product ideas
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How
and when to integrate DFSS and VOC into your product development
process for improved product success rates
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Models to ensure that VOC insights
are validated and translated into actionable product
requirements
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Practical approaches to manage the
inherent constraints of VOC findings – how to make key trade-off
decisions between giving the customers what they want and still
increase your bottom line
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