Upcoming Webinar with Tony Ulwick
2011-03-31
Silencing the Voice of the Customer (VOC)
And create growth plans that work
Upcoming webinar on April 20th, 2011: Many companies take great strides in allocating significant portions of the annual budgets toward conducting customer interviews as the primary route to improving products and services. But after 25 years of pursuing the “Voice of the Customer”, leading-edge companies have come to realize that VOC methods do not guarantee success. But that is only half of the story. What we have discovered in our work with Fortune 1000 companies is far more disturbing – today’s VOC methods are fraught with ambiguity and actually cause the failures that companies are trying to avoid.
Why is this? No one intends to mislead, but companies generally do not know what inputs they need from customers, so with good intentions companies choose to listen to the “voice of the customer”. Unfortunately, customers, although willing to share their “requirements”, are also unaware of what information the company really needs to create breakthrough products.
In this webinar, Strategyn founder and CEO, Tony Ulwick will demonstrate what is wrong with the traditional methodology around VOC, and how companies can avoid making the same costly mistakes over and over.
What you will learn:
• The shortcomings of listening to the ‘voice-of-the-customer’.
• Why needs, benefits, solutions and specifications are NOT the types of inputs needed.
• What types of inputs companies need to master the innovation process.
• How to capture these inputs.
Click here to sign up for this webinar.
