Workshop
PDMA India Announces a
ONE DAY WORKSHOP
ON
“CUSTOMER-INSPIRED INNOVATION
How to Collect and Use the Voice of the Customer to Improve Product Success”
Date: 18th December 2013 Venue: CSIR Building, IIT Madras
Time: 9:00 hrs – 16:30 hrs
 Resource Person: |
Ms. Brodie is the current President and Chair of the Board for the Product Development and Management Association (PDMA). PDMA is the premier global advocate for professionals and organizations working in the fields of new product development (NPD), management and innovation across all industries. She is the co-author of the book: Voices into Choices: Acting on the Voice of the Customer. and is a Director in PwC US where she leads the qualitative Voice of the Customer practice. She has more than 20 years of experience working with executives and teams to manage and develop new products and services and improve performance through sharpened up-front definition. Christina has advised more than 100 companies in the US, China, Europe, India, Japan, Korea and New Zealand. |
RELEVANCE OF VOC
Companies that want to insure that new products or services are successful in the market deliver more predictable results by learning from customers prior to development. Such early engagement reduces development risk since differing needs across geographies or markets are understood before design. In this workshop, you will see how to use structured customer-engagement methods as you target new regions, countries or customer segments to understand the people and their needs prior to developing, introducing and launching new products or services.
WHO SHOULD ATTEND?
Entrepreneurs, directors of innovation, marketing, product management, product development, customer insight and R&D or the related cross-functional core teams – any professionals responsible for the development of new products or services
TAKEAWAYS
Through case examples and interactive experiences you will learn:
• How to plan for direct customer engagement
• How to get the most from your customer visits
• How to learn from the customer data you collect
• How to use what you learn as the basis for innovation
CONTENT
Following an overview of the methodology, you will use a practical simulation to walk through the steps of planning for customer interviews and observation. Next you will learn how to use the customer input to understand customer needs and then see how you can develop innovative, responsive solutions.
Examples of successful strategies, products and services that employed this structured approach will inspire you with the potential for your successful application of what you learn.