Ask the Customer

Ask the Customer

Based on our research work with best-practice teams we’ve developed a 5-step voice-of-the-customer, or “VOC” process for aligning customer requirements with product requirements in order to determine what customers value most. The customer’s requirements are their “wants” and the product requirements are “how” you will fulfill those wants with your product or service.

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Increase Product Success

Increase Product Success

Increase your new product success rate by finding the root causes of poor performance and translating these into selection criteria to pick better products (to develop). This process also uncovers issues that are causing the wrong products to be defined in the first place. Better failure analysis, i.e. why do some new products miss their targets?, can be translated into better new product selection criteria so that more good ideas get into the development pipeline than bad ones.

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