 A U D I O S E S
S I O N 10 Ways
to Screw Up Your Voice of the Customer
How to Avoid the Most Common
Pitfalls and Traps in Gathering Customer Wants and Needs
Live Audio-Session with:
 |
Gerry Katz
Executive Vice President
Applied Marketing Science |
- How often has your team argued over what features to include in a new product?
- How often have you thought your idea was the next "killer app" – only to
have disappointing sales upon release?
- Have you ever wondered why, even after extensive customer interviews and analysis, you
still are unsure what the "real" needs are?
Getting the voice of the customer right is clearly one of the most critical aspects of
new product development. Yet all too often, despite efforts to the contrary, product
developers end up specifying products that fall short.
In this audio-session, you will receive 10 clear pointers from Gerry Katz, one of the
top experts in VOC, about what to do—and what NOT to do—to ensure a true reading
of customer needs and wants.
Some examples of what NOT to do include:
- Interviewing only your biggest and best customers
- Letting the sales force control which customers you talk to
- Confusing "Needs" with "Solutions to Needs"
- Asking your customers to design the product for you
The session will cover the key areas which make all the difference in how you gather
and use VOC data. It is an excellent opportunity for both your marketing and engineering
folks to listen together and identify simple fixes for your own process.
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.
Includes:
- Hardcopy of presentation slides sent to your office prior to session
- Transcript provided within 14 days after the session
- Your questions answered directly by this leading expert
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!
About the Session
Leader
Gerry Katz is a recognized authority
in the areas of new product development, design of new services, product marketing, and
market research, with more than 30 years of consulting experience. At AMS, he has led more
than 100 major client engagements employing The Voice of the Customer, Quality
Function Deployment (QFD), and a large number of other marketing science applications.
His client assignments have covered a wide variety of industries, with particular emphasis
on healthcare and medical technology. He is a member of the Board of Directors of the
Product Development & Management Association (PDMA), is certified as a New Product
Development Professional (NPDP) and is a contributing editor to Visions magazine.
He is the author of several award-winning papers, and past recipient of the William
O'Dell Prize from the American Marketing Association. He has lectured frequently at the
business schools of MIT (Sloan), the University of Pennsylvania (Wharton), Dartmouth
College (Tuck), Carnegie-Mellon University, and Harvard University. Gerry has appeared
twice on the NBC Today Show and in The Wall Street Journal. |
Softcopy
of presentation slides emailed to your office prior to session
Complete
transcript provided within 14 days after the session