1-21-10 Voice Of The Customer

1-21-10 Voice Of The Customer - NPD Voice of the Customer...

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Unformatted text preview: NPD Voice of the Customer Dr. Regina McNally SS10 MKT420/ME497 Understanding and Translating Customer Needs Identify Customer Needs Establish Target Specs Generate Product Concepts Select Product Concept(s) Set Final Specs Plan Down- stream Dev Mission State- ment Test Product Concept(s) Product Develop- ment; Marketing Plan Innovation Tournament Sign-Up Begins : Tuesday, January 26 th , 12:00 noon, 1345 Engineering Requirement : Team of 2 engineers and 3 marketers Innovation Tournament (2/9-2/11) Objective : Identify and document unmet customer need and possible solution Deliverables : First team meeting minutes, poster and comments sheet, physical form prototype Phase I Progress Reviews (3/18-4/1) Objective : Elaborate customer needs through market research, translate needs into metrics, analyze competitive solutions, build fully functioning prototype Deliverables : Second and third team meeting minutes, needs and metrics tables (customer selection matrix, customer data sheets, hierarchical list of customer needs, product metrics list, and competitive benchmarking chart), and fully functioning prototype that 3 people have tried Feature-Function-Benefit Features Benefits Functional Consequences Lubrication strip Smooth shave Comfort Three blades Close shave Attractive Popular Detailed design characteristics What does it do? (Check specs) Customer value perception Features are solutions to customer problems that provide benefits. You need to discover the customer problems that new product features can be engineered to solve. WHO will be using the product? WHAT will the product be used for? WHEN will it be used? WHERE will it be used? WHY is it being used? HOW will it be used? Customer type Expertise Position Need fulfilled Reason for buying Primary use Time of year Frequency Operating conditions Environmental extremes Special properties required Customized needs Operating procedures Industrial or Consumer Voice of the Customer Selecting Customers Identify potential target customer segments, and select from the following: Lead Users have needs today ahead of the general marketplace. These users are at the leading edge of a new trend. Heavy Users have extensive experience using the product/ related-product. Purchase decision maker makes the buying decision, but may not be the user. Purchase decision influencers have an influence on the buying decision. Channel (sales) partners How Many Customers?...
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This note was uploaded on 10/24/2010 for the course ME ME 497 taught by Professor Bush during the Spring '10 term at Michigan State University.

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1-21-10 Voice Of The Customer - NPD Voice of the Customer...

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