COMPARISON OF
CUTTING-EDGE VOC TOOLS
Tuesday, September 27
- 12:45-4:00pm - TRACK B
In response to
overwhelming customer feedback requesting more information on
emerging web-based tools for gathering customer insights, we have
devoted an entire track of this year's program to this topic.
Featuring companies with cutting edge new tools, this session will
provide you with the latest information on the potential
application, capabilities and benefits of these new tools.
7 Habits of Highly Effective
Customer Feedback Processes
Larry Boldt
VP, Customer Management
Orasi Software, Inc.
Effectively
managing customer feedback is a critical aspect of any Voice of the
Customer initiative. Obviously, having a defined process is the
first step to ensuring that you have a way to listen to your
customers. Defining a customer feedback process is not rocket
science, but understanding the nature or habits of customer feedback
can lead to creating a more effective process that allows you to use
customer feedback to drive product strategy, release planning,
requirements development, design validation and beta testing. When
this approach is taken, you can increase your chances of delivering
the right product the first time and continue to meet or exceed
customer expectations. The presentation will demonstrate how Orasi's
customer needs management system, called IdeaScope, supports the
process.
Getting Emotional:
Linking Functional Needs to Emotional Needs
 Robert
Klein
President
Applied Marketing Science, Inc.
Designers often struggle to create an emotional
connection between their products and their customers. The best
products not only deliver a functional solution, but also evoke
strong positive emotions among users. In this session, Applied
Marketing Science will show how to use VOCALYST®,
our award-winning Voice of the Customer methodology, to identify
links between emotional needs and functional needs, and how to use
this insight to differentiate seemingly similar products in a
crowded marketplace.
The New Product Development and
Introduction Process (NPDI) –
A Critical Enabler of Business Success
Doug Macdonald
Director, Business Development-NPDI
SAP Labs LLC
New products are
critically important to the future growth and profitability of
manufacturing companies. And yet many companies have still to invest
significantly in the processes required to go from idea to product.
This presentation will present compelling evidence for the need for
action and will set out steps that companies can start taking today.
How to Measure ROI and Win
Funding for VOC Initiatives
John Chisholm
Chairman and CEO
CustomerSat, Inc.
A new approach to
measuring VOC ROI, based on over a decade of field experience,
models an organization's revenue as the sum of:
-
Revenue from
new customers won
-
Revenue from
existing customers retained
-
Revenue from
customers lost during a period
We show how to
estimate changes in each of these revenue components and associated
cash flows resulting from VOC initiatives. We apply the approach to
a financial services firm (Digital Insight) and an automation and
control solutions provider (Honeywell).
In each case, ROI
is high because the cost of VOC programs is small, while the assets
leveraged by them -- product development and customer-facing sales
and support organizations -- are large. A downloadable spreadsheet
is provided to allow MRT attendees, for their own VOC programs, to
calculate and demonstrate ROI to their senior management.
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